Business owners face several challenges when it comes to customer service in the digital age
If you have owned a business for more than five years, you’ve probably noticed a difference in the way your customers express their satisfaction – or dissatisfaction – with your products and services.
It used to be said that a satisfied customer would tell 10 people about their experience, but a dissatisfied customer would tell 100. Today, the commonly accepted statistics agree with Pete Blackshaw’s book: Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000.
The huge increase is based on Blackshaw’s research and illustrates the power of customers in an Internet-driven world. Blackshaw references “Consumer Generated Media” (CGM) sources such as blogs, social networking pages, and product review sites as drivers for the new numbers. Even these expanded numbers may be conservative; they were generated in 2008 when Blackshaw was EVP of Strategic Services for Nielsen Online.
In today’s socially connected world, a single bad experience may be posted on social media and generate a storm of comments.
Whatever the numbers, today’s consumers are definitely in the driver’s seat. Their comments have an overwhelming impact on brand reputation. This leaves business owners facing several challenges when it comes to customer service:
The good news is:
Successful businesses will do everything they can to engage their customers in ways that support the company brand. They will solicit favorable reviews and encourage customers to share their concerns. And, they will respond quickly when problems need to be resolved.
With the right communications strategy, customers will know they are being heard.
And isn’t that what they have always wanted?