How to Handle Your Haters (part 2)
As a follow-on to a blog I wrote a couple of months ago — Three Ways to Handle Your Haters — I wanted to re-open the discussion about the value of your complainers and why you should actually love them.
Consider this quotation from Forbes:
“Through consistent surveys, [the company] realized that the most loyal customers were those who had voiced a complaint and had their problem resolved, not those who had never had a problem with their services. Although it may be tempting to ignore customers’ negative feedback… dissatisfied customers provide a means for process improvement and can become a company’s most loyal and vocal advocates” (Forbes).
So, it may sound counterintuitive, but you should actually be excited to see not-so-positive survey responses. Don’t take that the wrong way. You’re not aiming to disappoint customers, but in reality, you sometimes will.
We’re all human; we all make mistakes and by natural extension, organizations make mistakes, too. As long as you don’t repeat them, customers (who are also only human) generally accept this fact. A customer responding to a survey to tell you you’ve made a mistake is an opportunity to make it right. The fact that they bothered to bring it to your attention, tells you they care about the services and/or products you provide.
The truth is that complaints and negative survey responses reveal golden opportunities to improve.
How can you use complaints to your advantage?
Research demonstrates that loyalty is driven largely by turning poor experiences into good ones. This has a higher emotional impact on a customer than marginal improvements on an already good experience. This is because there’s a much wider gap between what you deliver versus the customer expectation when dealing with a poor experience.
Service centers play an increasingly important role in the big data landscape. Having the capability to centralize transactional and emotional service insight with operational and demographic customer data is a hugely powerful weapon in the customer experience armoury. The ability to do so will lead you to discover golden nuggets of opportunity.
If you’re a Clicktools user, you already know that combining customer feedback with your Salesforce (or other CRM) data gives you powerful insights, but the real value is what you do with the information you see. Don’t be fooled into thinking that feedback is only useful when aggregated and reported to the leadership team monthly, quarterly, or even yearly. This data empowers you to have a real impact on customer experience and loyalty by responding quickly and appropriately to those individuals who cared enough to tell you how they felt. This is the golden opportunity to remedy the situation and earn another loyal customer.
How do you do this in Clicktools? Here are a few ideas:
- Use mapping to re-open or create new tickets if someone gives you a poor score.
- Use actions to send notifications to prompt follow-up.
- Use the ability to integrate to multiple custom and standard objects to drive low-level action as well as aggregate reporting.