Beware of your detractors!!!!!
I know, I know. Using exclamation marks is a bit much. I really do not mean to scare you. But then how do I convey this sense of urgency to you? How do I scream across your screen to you when I cannot get close enough to you. I need you to truly understand the power of your detractors. Let us a take a few steps back. To understand their power and influence, we need to understand who they are and how to identify them. A detractor is a customer who is gravely dissatisfied with your service. But then again- that is a layman’s definition and it is quite incomplete.
A detractor is a dissatisfied customer who may not buy from you again and may discourage others from buying from you. The notion of losing one customer is unacceptable. The fact that you can lose customers you did not even have a chance to sell to is just adding salt to injury. Do you see why this subject is very crucial?
Detractors- How do you identify them?
A bird in hand is worth two in the bush. According to research, you may spend 5 times more to acquire a new customer than to retain an old one-fact!!! Your detractors are a threat to this bottomline. To identify your detractors, you need to conduct regular and timed NPS surveys with RightSurvey. This survey has the focal question:
How likely are you to recommend this brand, product or company to your friend, colleague or relative?
Customers rate this question on a scale from 0 to 10. Those who select from 0 to 6 are your detractors.
How can they ruin your business
By now, you should have dispelled the notion that losing a few customers is just a way of life. Those customers will cost you more than you can imagine. Detractors have serious negative impact on your business and here’s how:
- They harm your brand image. Detractors speak louder than promoters. They will spread bad word of mouth among their friends and relatives. With the power of social media, people can quickly spread information like wildfire
- Detractors bring down your sales and profits. Here are some stats that will blow your socks off. 41% of customers will spend less on service if they have had bad experience. 51% of B2B customers will avoid your brand if they have a poor customer service experience for up to two years. Oh, and get this – only one in 26 unhappy customers is going to complain. The other 25 will simply churn. So, you might not even realize how much money you lose until it’s too late.
- What’s more, detractors will help your competition. The first thing a detractor will do once they abandon your brand is to find an alternative service. And this is where your competitors lie in wait. They will snatch them right from under your nose. That’s no speculation – 8 in 10 customers say they have no problem switching to a competitor if they receive poor customer service. And pretty much anything can trigger that.
How to Turn Your Detractors to Promoters
- Integrate NPS scores into your CRM. This way, the profiles of your customers are updated. Your sales reps and customer service agents will be armed with accurate information and resources to handle all issues.
- Adopt close-looped CX practices. With RightCare, you can actively follow up on all your detractors. Once a rating below 7 is scored, that customer information is stored on our customer care application as a ticket. Your customer care agents can immediately handle this with follow up questions and ensure that the customer is satisfied
- Encourage feedback and make it simple to get it touch. Customers that feel ignored will leave you sooner rather than later. Make it easy for them to share their opinions with you. They will only get angrier with every blockage that they face.
- Listen and show empathy. About 79% of consumers want human-driven service nowadays. Try to make an emotional connection with your customers and give them a sense that you are in a conversation with them. Speak to them in a friendly and engaging tone. Appear eager to solve their concerns.
- Do not overpromise and underdeliver. Never make promises that you cannot respect. It is better to come clean on your limitations than to deal with a disappointed customer. If you cannot fix something, make sure you communicate why.
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