The relationship between a company and their customers is changing more than ever. Companies who don’t maintain focus on customer experience are losing sight of customers and their buying habits, and could eventually lose them as clientele altogether. Regardless of the product you sell or the service you provide, customers are using their growing knowledge and familiarity of technology to express their demands, satisfactions, and unfortunately, negative experiences, across the web.
Internet users have the power. How so? With the single click of a mouse, your customers have complete control over how your business is portrayed on the public internet. They may praise your business for a wonderful experience, or bash your company and drive away new business. Bad news on the internet can spread like wildfire, reaching thousands of people within a relatively short period of time.
What could this mean to you? It has been reported that almost 90 percent of people would stop doing business with a company after just one negative or bad experience. And it can be up to 7 times more financially difficult to acquire a new customer than it is to keep a current customer pleased. Negative backlash can be prevented if you continue to monitor your customers’ responses and reactions to your customer service. You should be conscious of and track conversation revolving around your business and your competition.
How are you reaching your customers? Being conscious of your organization’s web presence means evaluating what are known as “touchpoints”, or the points in which your business and customers interact. These touchpoints are moments of truth, times when your business may influence the customer buying process, when your customers truthfully say how they feel, and most importantly, whether or not they are willing to make a purchase. You may find areas where touchpoints should, or should not, exist or scenarios that aren’t bringing in revenue or cost-savings for your organization.
Take direct feedback and indirect buzz about your business, and construct a plan to continually measure the effectiveness of your customer relationship management. Focus on your customers, listen to what they have to say, whether it’s face-to-face or via the internet, and use their input to create a better customer experience. Expand your touchpoints where needed, and find ways to positively differentiate from your competitors. Customer control is more powerful than ever; be sure you are using it to your company’s advantage.
