Keeping customers is not easy. All the seller or brand owners would agree that to meet-even exceed-customer expectations and the fun they are important. Therefore, the key to the success of customer service transactions. What is customer service? Why is it so important? How do we measure customer satisfaction? Is there any evidence that poor service or satisfaction a negative impact on financial performance?
A study conducted Jack Parr show how customers react to the quality of services and goods produced and sold many big companies in America. This study was conducted in a State that has developed, but very relevant when used as a mirror in serving customers. The study was conducted among 6000 customers and generate a variety of interesting findings that should be listened to. Based on the answers of respondents, 2% said it was disappointed, and said that both services and goods that are sold fall into the category bad. Then 5% call their satisfaction mediocre, 60% fairly satisfied, and 33% very satisfied.
Almost all the executives of companies under investigation are very pleased with these results. They comment, was more than 90% said satisfied customers and are very satisfied with the services and products they sell. They also say no need to make any changes, because the work is very good, and not interested in reforms. They even asked for a bonus.
However, when the next data are presented, they began to worry. Because, from 2% of customers who give a bad rating, none of whom are interested in re-purchase. Then, only 7% from the second group (the members value enough) interested in re-purchase. Meanwhile, the number who would return to buy from a group claiming to be satisfied and very satisfied with the goods and services proven high at 62% and 95%.
This study proves that the best way to invite customers to come back to buy or transaction is satisfactory to them. But then the next data is enough to make them shocked. Because, in the following research, obtained the result that the number that actually make a purchase replications (retention) is not the same as saying interested in buying again. Or in other words, levels of interest in buying back the purchase does not equal action.
The number who actually buy in order of satisfaction is 0% for bad category, and only 0.4% of customers who have sufficient satisfaction that actually do the transaction again. Only 32% of the class of satisfied customers actually buy and then 36% of the group is very pleased to do the transaction again.
Success to keep customers No One was the company can keep customers forever. Various research has shown, companies that maintain good quality of goods and services they offer to customers usually will be a success keep customers. And vice versa, companies that have only mediocre satisfaction ratings will lose customers slowly and continuously.
Loss of customers between the industry will be different from one another. In the heavy equipment industry, for example, loss may occur in the annual cycle. For the category of supermarkets or shopping places, loss can occur in a matter of weeks, once the location and the convenience factor could still be longer maintain customer loyalty.
Even if they do not feel satisfied with the shopping, but in a highly competitive market, customer loss can occur at any time. According to research, nearly 31% of the acquisition of business from new customers. That's why keeping customers is necessary, because the cost of new customers looking for relatively more expensive than keeping existing customers. Key business growth is customer retention or re-purchase customers, and the key to achieve high customer retention is improving continuously the quality of goods or services.
Today nearly every company or producer to write the complaint number of customers in product packaging. But it turns out, is still under study as well, on average only one out of five customers who are dissatisfied utilize these numbers to complain.
So, better avoid customer complaints, as each dissatisfied customers often feel not getting adequate services or answer when complaining. We are often annoyed with customer service that does not seem to think the effort that has been done the customer. When we complained to the hotel reservation service or aircraft, the front liners or corner guards are always saying, "I just run the task." Or, the seller in the store computer always says, "It will be sent to the center."
We have to wait for weeks and often have to call repeatedly to ascertain whether the complaint has been addressed, or things we've improved. We recommend that when customers do complain, complaint reception center is able to explain very well why it happened, so that customers do not always feel stupid or guilty. Finally, many people think, there's no point in complaining.
