Several months ago I wrote a post suggesting how western wear retailer Cavenders could improve their customer service experience and increase their sales. Last Spring we needed four pair of jeans and their nearest store only had one. I went to their Web site and e-mailed a link to the post.
I never heard from them.
This week we needed to buy four more pair of jeans for my other son. I didn’t even bother to go by Cavenders. Instead, I went to one of their competitors, Sheplers. They only had one pair, but the salesperson offered to special order the other three.
I don’t know about you, but when I make a suggestion to a business where I’m a customer, and that business doesn’t even acknowledge me, I feel spurned.
I was a loyal Cavenders customer. I didn’t expect them to adopt my proposal, all I really expected was that a human being acknowledge my suggestion.
Evidently they don’t care about me.
If you’re going to create a way for customers to contact you via the Web, the least you can do is have some intern or manager trainee monitor that e-mail box. It teaches them about the customer’s perspective, it may help you spot trends, and it doesn’t cost a heckuva lot. Every once in awhile a customer might actually offer you some feedback that can increase your profits or cut your costs.
Tip #8: When a customer makes a suggestion, respond.
Because if you don’t, you’ve just destroyed any loyalty the customer may feel to you.