A survey by The Canadian Manufacturers Association on why customers abandoned their suppliers revealed that:
[ 1% ] was lost because of death
[ 3% ] were lost when their salesmen left the company
[ 5% ] left to buy from a friend or relative
[ 9% ] left because they found they could buy at lower prices
[ 14% ] quit buying because of unadjusted complaints
[ 68% ] quit buying from the company because the employees of the company were indifferent and showed lack of interest in the customer
What to do about it:
Provide recognition of your customers by setting up a system that instantly tells you who they are, easy with today’s technology!
Spend lots of time looking at your customer “touch points” and ensure your service systems are comprehensive and accurate and staff is well trained and committed to the customers.
Make sure full and accurate information is available on your products and services to all stakeholders, customers service staff and all contributors to the customer delivery process.
Make helpfulness, friendliness and professionalism core part of your corporate culture.
Protect your brand identity factors as a priority of your organization’s mission… look at Toyota as a good “bad example” and what failing to do this can mean.
Product quality and price – well if I need to write about these to basics I am wasting my and your time.
NB ***Before I finish… direct page viewers can go to main blog to check out other posts by clicking on the white “orglearn.org” in the header panel above!
and… While you’re here take a look at the free blank resume form!
Finally a few customer retention points based on an article by the Database Marketing Institute [www.dbmarketing.com]
Stop stressing price as a major basis for doing business
Know your customers are and treat them as valued individuals
Communicate with them effectively and often
Find special ways to build a relationship with them
Thank them for their business (thank you notes are still good)
Use your best customer service people with them
Build equity in the sales/buying process (through a system that provides rewards for volume business and for length of service/custom for both sides of the equation, staff and customers. i.e. Make it expensive to leave)
Train your customer service staff again and again and again
