With the holiday season behind us, now is a great time to think about your holiday shopping experiences. Did you learn anything about customer service that you can apply to your own business? If so, make plans to do so!

Perhaps your website can be a little slow to load or hard to navigate. Maybe you’re not always so good about returning customer calls and emails in a timely manner, or your sales staff is not as knowledgeable as you would like them to be. You know these things are less than ideal, but they’re not the end of the world, right?

Well, if by “end of the world” you mean “the end of the relationship with that customer or prospect,” they might be.

People may be less loyal than you think
In a 2017 CMO (Chief Marketing Officer) Council survey of over 2,000 consumers¹, 47 percent of respondents said they will “abandon a brand and take their money elsewhere if they continuously encounter a poor, impersonal or frustrating customer experience across channels of engagement.”

Unhappy customers can be quite vocal
Unfortunately, unhappy consumers don’t always just abandon a brand—they often try to get others to abandon the brand, too. In this case, 29 percent of respondents said that they would tell all of their family and friends about their negative experience.

Your customers expect to be treated well
So what exactly do people want? People want to be able to engage with companies through multiple channels, including the company website, email, telephone and (for some product categories) in person. They’re looking for fast responses to their needs, suggestions or issues, and knowledgeable staff ready to assist wherever and whenever needed.

They also want value. In fact, respondents said that they would be willing to share data—such as their email address—in exchange for value. Survey participants defined value as something that will save them time or money, or make their life easier.

In short, customers and prospects want an exceptional experience. And if you don’t give it to them, your competitors will.   

¹CMO Council, “The Customer in Context,” July 2017.

CUSTOMER SPOTLIGHT: MASTERCRAFT BUILDERS

Specializing in commercial construction, tenant improvements and home remodeling projects, MasterCraft Builders is known for doing high-quality work in a high-quality way. Accurate time estimates…attention to detail…a flexible approach that treats minor change orders and unforeseen issues as part of the normal job flow…constant communication…and more. MasterCraft Builders does everything possible to provide an excellent customer experience every time!

To learn more, visit the website I wrote for them at www.buildersoc.com.