The times when customer complaints were seen as a distraction that should be eliminated are over. Most businesses today understand that complaints are a valuable source of information. In fact, there might be no better way to collect direct feedback from your customers. A complaint not only shows what and where went wrong, whether it’s a problem with your product, service, customer support or internal processes. By hearing these problems and acting upon customer feedback you can improve your business and prevent similar complaints in the future. Very often, though, dissatisfied customers don’t give voice to the complaints. Actually, a study by TARP Research as far back as 1999 uncovered the fact that for every 26 unhappy customers, only 1 will bother to make a formal complaint. The rest will either stay where they are disappointed or will silently take their business elsewhere. According to another research by 1st Financial Training services, 96% of unhappy customers don’t complain, 91% of those will simply leave and never come back.
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Top Customer Experience Trends for 2016
Customer experience is becoming more and more important for companies over the years. The reason is, it has become the key differentiator. Some 15 to 20 years ago the main goal targeted by most businesses in order to gain an advantage in the market was to design cost-effective procedures and create products quickly and efficiently. Affordability of products was the key differentiator. When this goal was reached and the market was flooded with the multitude of products differing little in features and price, companies needed a new way to stand out from the crowd. Today, when customers are bombarded with offers, they are making their buying choices based on, almost solely, the level of customer experience they receive from a company.
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