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Why Did You Lose That Satisfied Customer?

By Suzanne Yates | Small Business

Very rarely do customers stay with a business for as long as they used to in past years. A loyal customer is seen as someone that uses the business twice, not on a regular basis over a long period of time. Pinpointing the main reasons that your customers are leaving your business gives a strategic advantage meaning that you can fix the problem and ensure you are not losing business to competition.

A staggering £12 billion is lost every year due to customers moving to another business. The main reason behind this is poor customer service. What contributes to poor customer service?

YOU FOCUS TOO HEAVILY ON THE CUSTOMERS YOU WANT, NOT THE CUSTOMERS YOU HAVE.

When businesses are trying to acquire new customers, they tend to overlook the customers they already have. They must not forget that, when offering deals and incentives to new customers, the original customers may feel like they are being taken for granted. Customer service is of vital importance to your business, so make sure that you acknowledge the customers that are currently buying or using your service. 73% of customers have switched business due to poor customer service, target those that want to switch and make sure they gain what they were not offered in their previous experience. Only 19% have switched twice so you have a better chance of keeping their custom second time around.

YOU ARE NOT AVAILABLE WHEN THEY NEED YOU.

Staying silent means that you will be easily forgotten. If customers are trying to contact the business and they are put on hold or can’t get through they will simply take their business elsewhere. A survey carried out by newvoicemedia found that 48% of UK customers are willing to switch to a competitor due to inadequate customer service.

The key things that lead to inadequate customer service included, customers being unable to talk to someone (40%) and being kept on hold (49%). Ensure that there is ALWAYS someone available to answer your phone calls. 24 Hour service is a great appeal to customers as they may want to get in contact with you when they come home from work or if they have a problem with the product or service late at night. Outsourcing out off hous and overflow calls is a perfect option to improve this aspect of your customer service. Remember that if your customer feels like the call is important then it is.

YOU TAKE YOUR LOYAL CUSTOMERS FOR GRANTED

Companies take their most loyal and trusted customers for granted. They assume that when they acquire the custom they can move on to the next target. They must not forget that customer can easily move to their competitor if they are not receiving acceptable customer service.  Newvoicemedia found that the top frustrations causing consumers to switch are lack of appreciation from a business (46%), unhelpful/rude contact centre staff (38%) and being passed around multiple agents (32%). Make sure that every employee, be it new or old, are offered the same standard of service and are treated equally.

YOU’RE TRYING TO OUTDO YOUR COMPETITOR

Focusing too heavily on price and competition and not on customers can lead to lost business. With 58% of customer admitting they would write to complain and 27% stating that they would spread a bad review through word of mouth, not focusing attention on the customer can be very risky. Companies prioritise their attention too much on what the competition is doing. You need to stand out as an individual company, do something that other companies don’t offer. A good starting point for this would be amazing customer service and treating your customers right

WHAT CAN YOU DO TO CHANGE?

70% of customers said that they would recommend a company to others if it provided good customer service. Making sure your customers are top of your business priorities will benefit you in the long term. Its essentially free marketing through your customers so

  1. Make your customers your main priority
  2. Outsource calls for maximum service
  3. Treat all customers the same
  4. Remember, if they think the call is important then it is.
  5. Follow up on calls and keep in contact with your customers

This article was syndicated from Business 2 Community: Why Did You Lose That Satisfied Customer?

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