How To Get More Customer Service Complaints!
Most unhappy customers don't complain - they just walk away! Andy Hanselman argues that the most customer focused businesses actually get more complaints than others - crucially, they do something as a result!
How many customer complaints do you get? Not many? Everything must be working well then mustn’t it? Well, don’t bank on that!.
According to a report by Rapide, 91% of customers don’t always complain when they receive poor customer service with over 40% of them thinking it is not worth complaining as companies simply don’t care!
In other words, just because you’re not getting complaints that doesn’t mean you haven’t got a problem! Customers may be unhappy, but they might not be telling you! (You can be sure, by the way, that they are telling other people!)
In fact, I believe that really customer focussed get more complaints! Why? Because they look and ask for them! Crucially, they empower their people to respond and do something with them! (A good example is O2 on Twitter after their ‘service down’ problem last year!)
This is the critical bit – Rapide’s research revealed that 81% of customers would be more likely to give feedback if they knew there would be an instant response!
I’d suggest therefore, that getting more complaints can be a good thing – provided your people are equipped to deal with them! It’s better to know than not!
It’s worth pointing out that it’s not all bad news! There is a positive to this – The research also demonstrated that, on the flipside, some businesses could be missing out on POSITIVE customer feedback – only 27% of
customers said they either always or often feedback when they’ve had great customer service!
So, why not ask your customers (or get your people to ask them) what they think?
Rather than marking you out of 10, we find a great question to ask is ‘Are You COMPLETELY Happy’? (Yes / No answer only please!) and then follow this up with ‘WHY / WHY NOT?
It's a tough one to ask, but it's a great way of really finding out what your customers think. However, if you do ask, do make sure that your people are equipped with the resources and skills to ‘Deal With Disappointment’. Raising customer expectations by asking their opinion and then not being able to deal with it is likely to create more ‘Disappointment’!
So, Go on…. Get Asking, Get Listening and Get Doing Something as a result!
Andy Hanselman Helping develop 'Remarkable' businesses by 'Thinking in 3D'! That means being 'Dramatically and Demonstrably Different'
Helping businesses 'Think in 3D!' That means being 'Dramatically and Demonstrably Different'! www.andyhanselman.com