Our most powerful instinct is to avoid customer
complaints, but they may be the best thing that
happens to your business. Here’s why...
Marketing research shows that only 1 out 50
unhappy customers take the time to complain...
to you. They are likely to let 11 of their friends
in on the fact that they are unhappy, but don’t
feel comfortable letting you know. What happens
to the 49 unhappy customers who don’t
complain? Besides griping to 11 friends and
family members, they’ll just change products
or places of business.
Complaining Customers
Are A Bonus
Let’s forget about the fact that complaining
customers aren’t always polite or fun
to deal with. What’s really happening
when they let you know that you didn’t
meet their expectations?
1. They are giving you the opportunity to fix
the problem and keep them as customers.
2. Let you in on problems that may have turned
49 other customers away.
Encourage Complaints
Yeah, I know... I dread them too, but they are
tools for growing your business. How easy is
it for your customers to let you know they are
dissatisfied with your product or service? Make
it easy by...
1. Offering a toll-free complaint hotline.
2. Make customer satisfaction surveys available.
3. Send follow up postcards after the purchase.
4. Make a place on your Website for customer
complaints.
The Unhappy Customer's
Options
An unhappy customer can do one of four things:
1. Keep silent
2. File a lawsuit or report you to an government
agency
3. Give you bad word-of-mouth advertising
4. Complain to you
Remember that your customers and clients know
your businesses strengths and weaknesses much
better than you do! They have first-hand experience
to make their judgment from. When a customer
takes the time to let you know what you need
to improve you truly owe them a thank you! And
don’t forget... an unhappy customer that
you turn into a happy customer becomes a loyal,
life-long customer. Yeah, customer complaints
pay off in the long run.
Who is Allyn
Cutts, and why should you care?
Allyn has spent over 24 years helping businesses
like yours find new customers and increase sales
to current customers. Allyn is a marketing and
sales fanatic, providing measurable marketing
solutions that drive huge results for small-to
mid-size business clients. Allyn works personally
with clients to design and deliver off-line
and on-line direct marketing strategies that
focus on metrics and measurable results. You
can learn more about Allyn Cutts at www.AllynCutts.com
and you can call 610.437.4106 between 10 AM
and 4 PM Eastern Time Tuesdays and Thursdays.
