Every customer has an economic value. Customers provide repeat business and cash flow. They are your best prospects for additional product and services and they can provide you with positive references and referrals, which lowers the cost of acquiring new customers. So the loss of a customer is serious. Here are some techniques to get customers back.
Archive for May, 2012
Foresee conducted its Spring Top 100 edition of the ForeSee E-Retail Satisfaction Index, an analysis of customer satisfaction with the top 100 online retailers in the United States. Amazon is tops again and four points ahead of its nearest competitor, Apple. Amazon not only maintained its lead, it increased its score by 3 points from 2011, breaking the record for the highest score ever achieved using this index and leaving it in a class by itself. Amazon is now THE benchmark to beat. The report provides some excellent statistics on the benefits of customer satisfaction and some root causes that could improve an e-Retailer’s score.
In an earlier post titled Obama endorses improved Government Customer Service, the expectation was set that each government agency had to produce customer service plans. To quote a US Government website, ” The American people deserve a Government that is responsive to their needs”. Four initiatives from the Department of Treasury are covered. Recently the US IRS (Internal Revenue Service) was highlighted as having poor responsiveness during US tax season. This issue does not seem to be addressed in the Department of Treasury plans.
Fonolo has an interesting application that allows consumers to navigate a company’s voice response menus on a PC or an iPhone, enter a number for a call back and get called back by the next available agent. This front end can be implemented without changing an organization’s entire system. Customers may like the alternative to waiting on hold, increasing customer satisfaction and agents may be more productive handling problems they are trained for , without having to transfer customers.
Every company makes mistakes. When they do, they seek forgiveness from their customers. Customer may vary in their willingness to forgive and forget. Having a high ‘forgiveness’ index is an asset to a company trying to keep customers loyal and satisfied. Temkin, a research company has created a Forgiveness rating from 10,000 US customers across 208 companies and ranked the best and the worst, most improved and biggest losers.