Archive for June, 2012

Manulife, a large Canadian insurance company has posted their complaint process on the web for all to see. While the website isn’t pretty, it does provide excellent information. Manulife may not be the best example of a complaint process I have seen, but they are to be commended for having published it for consumers to see.

In an earlier blog post titled How to Get your Lost Customers to Come Back, we covered 2 basic steps: 1. Find out why they left. 2. Look for Opportunities to Engage. What are the strategies a company can use when an individual or committee made a recommendation or decision to leave, and will lose ‘face’ with their peers and management, if they decide to do business with your organization again?

What strategies can you use to overcome this problem?

Buying or selling a home is a major financial transaction for all concerned. Picking an agent to list with or an agent to help find a home is a decision that often involves word of mouth recommendations. As a result, it is very important for a broker to monitor it’s customer satisfaction ratings for its agents and for the brokerage as a whole.Real Satisfied is a service provides a realtor with a system to measure customer satisfaction both at the broker level and for multiple real estate agents working for them.

Customers who are unhappy tell their friends about it. With social media, that information spreads faster than ever before.

We also know that some customers who are happy tell their friends, write reviews and spread the word using traditional new internet techniques as well.

The real challenge is how to turn satisfied customers into these ‘advocates’ or ‘promoters’. An advocate actively spreads positive word of mouth about their experiences. An advocate can help your organization obtain new customers and prospects.

American Express has been focused on improving the number of customers who are ‘promoters’ and would recommend them to family and friends. Here is how they changed their culture to accomplish this mission.

The real challenge is how to turn satisfied customers into these ‘advocates’ or ‘promoters’.

I recently returned from a 2 week tour in China and was quite pleasantly surprised that customer satisfaction processes seem to be built into Chinese culture. Here are 3 examples of what I observed.

Watch an interesting interview of Kip Wetzel, Senior Director Social Media Servicing & Strategy, Comcast that talks about how Comcast is evolving its use of Social Media as customers evolve in their use of social media. Brian Solis, published author of ‘Engage’ and the ‘End of Business as Usual’ moderates the interview. Solis is globally recognized as one of the most prominent thought leaders and published authors in new media.

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