Wanted: Unhappy Customers

Who in their right mind would ever “want” unhappy customers? The truth is…no one. But an ever-bigger truth is… if you run a business that deals with customers, you will have unhappy customers. 

“Your most unhappy customers are your greatest source of learning” –Bill Gates

The key is, how do you deal with unhappy customers?

When it comes to handling problems or unhappy customers, using this philosophy can help you look at the situation in a better light: “It’s never a problem. It’s an opportunity to create a solution to a certain situation”.

Handling customer complaints IS an opportunity to turn an unhappy customer into one of your biggest fans!  A study done by Ford Motor Company revealed that an unhappy customer who is turned into a happy customer is twenty times more loyal than a customer who has never been unhappy.

In the pre-digital world, studies proved that an unhappy customer would tell at least twelve other people about their poor or unpleasant experience, and a happy customer would tell one or two. In today’s digital world this quote is apropos, “A happy customer tells a friend; an unhappy customer tells the world.” 

Ask yourself this:

• Is your staff trained and empowered to turn unhappy customers into happy customers? 

• Do you regularly survey your customer satisfaction levels intending to improve the customer experience at your business?

One of the most important things a business owner can do to achieve high customer satisfaction is to look for and talk to the unhappy customers. Whenever possible, even if it costs you some money and pride, make it right. It will prove to be a good ROI!

We know you will get a higher return on every customer our advertising generates if you can keep them happy spreading word of mouth and keep them coming back for more.

To receive a copy of the Eleven Commandments of Customer Satisfaction, click here. 

The reality of this that I’ve seen over and over again as a customer and as a business person is that when things are always going “just fine”, the customer’s emotional connection with the business is often neutral.  However those emotions flare when something goes wrong.  When  customer emotions are highly negative, you can flip it around and create a raving fan and turn those into highly positive emotions about you and your business.