“When it comes to losing customers, many organizations don’t seem to need a great deal of help. Too often when the customer and the business come in contact, the organization responds in ways that result in customers taking their business elsewhere.
Worse, many companies think they can afford to lose a few customers. ‘Who needs ’em?’ they say. ‘There will always be a few customers who won’t be satisfied. No big deal, right?’ Wrong. Losing customers is a big deal. The figures are very clear and potentially devastating. The average company never hears from 96 percent of its dissatisfied customers, but the average dissatisfied customer will tell nine or 10 others all the gory details of what some insensitive business did to them. This kind of word-of-mouth advertising is something you don’t need.”
– When a customer is calling to complain he or she is trying to continue to be your customer. If you allow the customer to leave with their problem unsolved it is your fault that you have lost a customer, not theirs. While life is not perfect you should make every attempt to resolve customer issues. You will find, in the end, that the customer is more dedicated to you and your product then ever before. -ed.