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Wednesday, October 30, 2013

Customer Service Myths Debunked | Courtesy of Salesforce

We've all heard that no news is good news. But is this really true when it comes to customer service and complaints? 

Apparently not.

According to an infographic published by Salesforce, just because you're not hearing complaints, that doesn't mean your clients are pleased as punch with every aspect of your service. 

The data tackles five common misconceptions about what complaints really mean to your business and bottom line.  

Myth #1- Most customers complain when they encounter an issue.
Fact #1- Less than 25% complain when they have an issue. 

Perhaps because their voices are often the loudest, we only remember the complainers (not the silent masses), making them seem like a much higher percentage of the overall client populous. But in actuality, 70-90% of your clientele could be suffering in silence, which in the end benefits no one. 

Myth #2- More complaints = Spending more to clean up the messes
Fact #2-  Most (80%) of customer service calls can be resolved within minutes

Myth #4- More calls = Lower Profits
Fact #4-  ROI for resolved complaints is 100% or more

No we didn't skip numbers just to be annoying. Myths #2 and 4 have the similar thread in that these misconceptions deal with the bottom line- what are customer complaints costing you in dollars and cents. 

And the answer is, they don't. More complaints don't mean less money in the bank nor do they require more money shelled out to put out fires. The cost of resolving most customer complaints is minimal while the return on investment of a satisfactorily resolved issue is extremely high.

Myth #3- Fewer calls = Stellar service and happier overall clientele
Fact #3-  Less complaints can actually mean a large pool of silent sufferers

This seemingly counter intuitive fact is worth repeating, again and again. Just because you're not getting customer service calls/complaints does not mean you're clientele are satisfied with your service. It just means there's a greater likelihood they're suffering in silence. So free-flowing and frequent communication with clients is imperative to gauging their overall satisfaction. Also, don't be hesitant to contract third party surveyor, such as GuildQuality, to generate more accurate and honest client feedback.

Myth #5- It's better to invest in marketing/advertising than customer service
Fact #5-  It costs 5x as much to win a new client as keep an existing one

While marketing and advertising are often heralded as the lifeblood a business, with terms like lead generation, SEO, and click through rates being hurled at us daily, there's no denying Fact #5- the hard cost of generating a new client is FIVE times as much as maintaining a current one.  And the best way to retain an existing client is to LISTEN to what they have to say, both positive and negative comments.  Granted, no one likes getting feedback, especially considering the term feedback has become almost analogous with complaints or negative reviews. But we just have to suck it up, swallow our pride, dig deep and whatever else needed to power through. By listening and resolving client complaints, we not only learn something that can be used to improve the overall function of our business, but we also gain a loyal and trustworthy cheerleader. Truly satisfied clients spreading the word about your business are the most welcome and effective means of advertising, that will result in referrals and increased business for years to come! 

See the entire salesforce blog article here >>