Your most happy customers are great, but it is the unhappy customers that you might want to take notice of and listen to.
It is from the unhappy customers that you can learn where you have the most opportunities for improvement – can be everything to the experience, functionality, online or off-line experiences, the way they were treated or how you didn’t handle their complaint properly.
Talk to them, survey them, give them a forum to vent. Take all the feedback and talk back to them, make improvements, make changes and let them know their feedback is important and makes a difference.
Remember, a customer can have one bad experience and tell their entire social network with the click of a button.
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