How often have you put up with bad service, struggled with an online purchase, or had a product fall apart after only one or two uses? It can be these small events that break the camel’s back resulting in bad reviews, unpleasant posts on social media and an increase in customer attrition.
In the current age of media, where consumers produce their own content your online reputation can be your strongest asset or your biggest liability – hitting you right where it hurts – in your wallet.
Here’s some interesting reading
• 90% of consumers read online reviews before visiting a business. (2016)
• Online reviews have been shown to impact 67.7% of purchasing decisions. (2015)
• 84% of people trust online reviews as much as a personal recommendation. (2016)
• 74% of consumers say that positive reviews make them trust a local business more. (2016)
• Businesses risk losing 22% of business when potential customers find one negative article on the first page of an online search. (2015)
As a business owner what should you be doing?
• Regularly survey your customers – get them to rank the features of your business to identify what is important to them. Then use Net Promoter Score to understand how satisfied they are.
• Talk to your front line team to find out what training and motivation they need in order to do the best job possible. They should also be encouraged to share any issues that prevent the delivery of great service.
• Put in place specific, measurable, time-based Key Performance Indicators for each step of the purchase process, from awareness of your brand or business through to the customer providing a review on your website.
• At the end of the purchase process, don’t be afraid to ask customers to write a review that can be used online (Facebook or website).
• Mystery Shopper – recruit an anonymous shopper to experience what it is really like to be a customer.
‘Customer Experience’ is a hot topic in marketing circles, but it does not need to be overcooked. Look after your team well and they will look after your customers. These customers will become your marketing department, producing positive content and driving word-of-mouth referrals.