I recently spoke at the Material Handling Equipment Distributors Association, or MHEDA, Parts and Service Conference. It was an amazing time and a vast amount of information was exchanged to the benefit of all the attendees. I would like to thank MHEDA for the opportunity and I can’t wait to do it again.
One of the themes that I spoke on was why customer service matters now more than ever. One of the most important reasons is customers talk and they are talking more about their experiences, both good and bad. Creating positively memorable experiences that customers talk about is the objective.
Social media certainly enables a greater number of people to hear about customer service experiences, positive or negative. They are more likely to tell people about a bad experience than a good one and that bad experience is always detrimental to keeping a customer loyal and happy. For example, a recent American Express study showed that in 2011 customers told 9 people about a positive customer service experience and in 2012 told 15. This is an improvement but look at the other side of the coin. In 2011, people told 16 other people about a negative customer service experience but that number ballooned to 24 in 2012.
If for no other reason, having great customer service is a way to generate positive word-of-mouth. From our own research we know that customers who are more satisfied are far more likely to refer than those who are not.
Your customers are one of the best sources of marketing you can have. Creating positively memorable experiences for your customers will encourage conversation and allow word of your company to spread. Also by creating referring customers, it ensures that they are loyal and will promote your brand in a positive way.
If you would like a copy of my presentation with some interesting facts and suggestions on ways to improve service, send an email to firstname.lastname@example.org . If you would like more information on MHEDA please visit their website at www.mheda.org
Good service always matters.