Thursday, August 20, 2015

Do Not Lose Customers Over Indifference

Stan Phelps contributed an article to Forbes just recently highlighting two great stories of how addressing indifference can help improve customer retention.

Losing Customer Over Poor Service Lessons? Lessons from TD Bank & Big Ass Fans On Overcoming Indifference
Apparently, 68% of customers leave a business relationship because of perceived indifference. Call it impersonal customer service or lack of personalized contact if you will. Indifference can also interfere by being at the client end. You might have been in a situation before where you eat at a restaurant and the experience is average. You decide you won't return but you don't bother expressing your deception. Less than 5% of customers will. There goes 95% of your future business potential.
The article shares the example of TD Bank addressing the perceived indifference by reinventing for a day the acronym ATM from "Automated Teller Machine" to "A Thank you Machine".  Videos included in the article show how they surprised their clients, how they rapidly showed or acquired knowledge of their clients to procure them a warm and fuzzy feeling, acquiring loyalty I am sure.

Big Ass Fans put in place a proactive follow up practice to understand their clients beyond the usual simple survey. A Customer Advocacy Manager changed their business through a much closer follow up practice, allowing them to uncover and improve service issues.

Challenged by customers leaving you? Address the indifference, whether it is perceived or real. Follow the link above and get inspired by these great stories.

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