Seeking complaints is like mining for gold.
I have a confession to make. Call me weird, but I quite like it when I see a not so complimentary survey response drop into my inbox. Don’t get me wrong; I hate to see that a customer thinks we have fallen short of expectations. It’s just that I love the fact that we have the opportunity to make it right. Like mining for gold – it’s not often we find what we’re looking for, but when we do, it’s like holding a golden nugget in your hand.
We’re all human; we all make mistakes and therefore, organisations make mistakes. As long as it’s not repeated, customers (who are also only human) are generally accepting of this fact. A customer responding to a survey to tell you you’ve made a mistake is a golden opportunity to make it right. The fact they bothered to bring it to your attention, tells you they care about the services and/or products you provide.
Use complaints to your customer’s (and therefore 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 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? Just 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.
I can assure you – if you keep listening to your customers and grab those opportunities to make something right, those customers will be your most loyal advocates.