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Customer Satisfaction Consulting .com
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Customer Disloyalty
Over the holidays, I observed a scene play out in a shoe store where a woman asked
for help, then patiently waited for the salesclerk to finish helping the customer
he was assisting. While the salesclerk finished the transaction, another customer
approached whom the salesclerk immediately went over to assist, ignoring the woman
who had been patiently waiting. When the woman politely informed the salesclerk
that she had been there first and had been waiting awhile, the salesclerk smiled,
and informed the woman that she would just have to wait a little bit longer. The
woman left. Poor customer service, happens every day and in every business, creating
customer disloyalty. Customer disloyalty is one of the top reasons why businesses fail. Who are disloyal
customers? They are the individuals who do not like your company, store, brand,
or product. They are the individuals who will not buy your product or service and
they are the individuals who aggressively inform every one not to do business with
your company. It is important to understand that Word of Mouth, is a very powerful tool. However,
many people, from salesclerks all the up to CEOs, have the attitude that "Its only
one customer." This is never the case. For instance, let's look at the dissatisfied
customer at the shoe store. Once she left the store, do you think that she forgot
about her ordeal? Statistics prove, that with in the first 24 hours, the dissatisfied
customer informed approximately 5 to 8 other individuals about the service she received.
If this same customer went home and took advantage of the hundreds of Internet Blogs,
the number of individuals she informed about her unpleasant shopping experience
could reach into the hundreds. This influence is referred to as social norm. It is important to understand that there are some individuals who are not satisfied
with any product or service and will complain about nearly everything they purchase
even if the product or service does meet their expectations. However, the associates
of these individuals often recognize this and pay little or no attention to the
complainer. Many times the source of the disloyalty is due to the customer having a problem
and the company not finding a solution to correct the problem. It is hard to know
if the salesclerk had simply apologized had the woman remained and made a purchase
or not. However, by not responding to the woman's complaint in an appropriate manner,
the salesclerk created a dissatisfied customer. Disloyalty can have a significant impact on a company, even when the number of customers
who become disloyal may be considered insignificant. It is vital for every company
to realize that any disloyal customer can become the company's worst nightmare if
that customer decides to launch a campaign against the company.
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