Many companies tolerate poor customer care. Could the damage be $84 billion annually for US companies as some sources claim?
In a recent trip to an automobile dealer to purchase a car, the sales person stunned me. After a test drive in a pre-owned car with 25,000 miles, I asked for a copy of the CarMax report. He attached his business card to the report and put it on his desk. I explained this was my first stop in shopping for a car. He pushed the report across his desk to me. He said, “I hope I’ll be here to help you when you decide.” He stood up and walked away. That dealership has a slim to none opportunity to do business with me because of this experience.
Poor customer care costs companies of all sizes. CTMA, a research group from New Zealand, calculated an 87 percentage point drop in customer loyalty if a customer was “very dissatisfied.” Not only do customers find another provider, they share their bad experience with others. See previous paragraph.
Understandably business owners want to maximize profits by minimizing costs. Cutting costs in customer care training is false economy. Also, not knowing how your customers experience an interaction with your company, hides areas that could be improved or enhanced.
What can you do to be profitable while providing excellent customer care?
The power of great customer care is hard to calculate. But imagine never having to advertise ever again, because every customer was so pleased they told five friends to shop at your store and those five friends all became customers and did the same thing. Cut down on cost and increase profits? It’s easy to say yes to this.
© 2018 Ann Elliott All Rights Reserved