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Issue resolution and Customer Loyalty
March 3, 2008

I have a slide in a presentation called the Digital Salesperson and CSR which talks about resolving issues and customer loyalty. It incorporates information I got a few years ago while working with the SSPP (Society for Service Professionals in Printing which is now part of DMIA). In this presentation people were asked to fill in the blanks to this slide. See how you do!

• It costs ___ x more to attract then keep customers
• If resolve issue on the spot ___ % customers will return
• but ___ %  customers will not complain
• 91% of those that don’t complain will tell ___  people,
• 13% will tell ___ people
• Average unhappy customer will remember for ___  years,
• while the average happy for ___  months
• For every compliant there are ___ with same compliant

You may be surprised to learn the answers: 6, 95, 97, 3, 20, 23,18, 25

In a previous blog we discussed how a printing company retained customer loyalty even though they actually charged more for the service, but the franchise was not successful even though they offered a free service designed to help their customers. The franchise was surprised that more of their customers did not complain, but instead refused to use the service. The stats above shows clearly the importance of keeping customers happy and the relationship of dealing with issues and resolving them quickly.

Posted by Howie Fenton on March 3, 2008 | Comments (0)