Businesses and organizations can build buzz and word-of-mouth referrals simply by providing amazing customer experiences. But, what happens when they don’t?
According to a 2014 study conducted by NewVoiceMedia, after a negative customer experience:
- 58% will never use the company again
- 49% will tell friends not to use the business
- 34% would “take revenge by posting a review online or sharing a poor experience on social media.”
Even though I’m going to share an inconsistent customer experience with you, my motive is definitely not to “take revenge.” My intent is to use it as an example in the hopes that readers (and maybe the companies in question) will learn something.
(Hint, hint, Maggiano’s Little Italy.)
If you lie awake thinking of your company’s marketing and business challenges, rest assured that you are not alone. In fact, Salesforce Marketing Cloud did a wide-ranging study that looks at the top digital priorities, obstacles and channels, drawn from a survey of more than 5,000 marketers from around the world. It may give you some hope - in a therapeutic sense.
First off, in tied first-place position at 27% are these three challenges: new business development, quality of leads, and remaining up to date with current marketing technology and trends. At 26% comes customer acquisition all demonstrating an emphasis on revenue growth and technology.
Other interesting results to note: Continue reading
Are your business or nonprofit customers happy? Do they toot your horn and contribute to your revenue? If not, perhaps you need to analyze why.
According to a recent McKinsey article, consistency is the secret ingredient to making customers happy. Some of us may have suspected that might be true, but, how to get it right?
“Using a variety of channels and triggering more and more interactions with companies as they seek to meet discrete needs, customers create clusters of interactions that make their individual interactions less important than their cumulative experience.”
McKinsey’s most recent customer-experience survey found that individual experiences aren’t enough to excite customers and build their loyalty. Continue reading