Over the weekend I was listening to the Kim Komando radio show. She hosts a talk show concerned with computers and related technical products and services.
One caller called in to ask Kim about choosing an anti-virus software. The caller mentioned the current software she was using which is either number one or number two in the market. You may be using it on your own machine.
When Kim probed to find out what issues the caller had with her current software, the caller mentioned she was just tired of dealing with the company. It was clear that the customer was changing brands because of the software maker’s unwillingness or inability to communicate with her.
I could not tell from the conversation who was in the right and who was in the wrong. Perhaps the customer had unreasonable expectations. Perhaps the employees she was dealing with didn’t care or weren’t customer focused.
But the bottom line is, that software maker has not only lost a customer, she’s also started negative word of mouth rolling about that company.
You may be selling the best product or service in your field, but if you aren’t proactively devoting the necessary resources to listening to your customers and resolving their concerns, your bottom line is going to suffer. Remember, it’s three to five times more expensive to acquire customers than to retain them.
Are you paying enough attention to how your employees interact with your customers?