The sound of silence can be deafening and quite possibly disastrous for your business. Are you listening to what you can't hear?
The numbers are alarming. For every one customer that complains, over 25 customers who have had an unfavorable experience with a brand don't complain. Silence, zilch, crickets, nada, nothing. And these same customers are walking out the door with their money, heading to the competition. Complacency, due to a lack of complaints is not a good place to hang out. Check out these points:
No news is good news. Think again. Regularly survey your customers, ask questions that evoke emotion. Questions with answers like "satisfied" or "expected" provide no real value. Survey questions that require your customer to defend your brand, will tell a lot about how your customer feels about you. "Please list the top reason that almost stopped you from using us?" Dig for the negative.
Silence is golden. Silence is costing you money and can result in lots of red ink, bleeding your business of profits. Once you find out how our customers really feel about your products or services, take action to correct the issues that arise. What good is there in finding out problems, if you are not willing to correct them? Now is not the time to get defensive or for paralysis by analysis. Your customer speaks and their words have value to your business.
If a tree falls in the forest... Your customers want to hear from your brand. When you reach out to them, they are providing free advice to you that has tremendous value to your company. The more vocal your customer is, the more value they are providing. Every level within your organization should participate including management, sales, accounting, operations. This is not just about products and services, it's about people relating to people.
Actions speak louder than words. Don't just rely on your front line to get information. Your customers would love to hear from the company owner, president or partner. If given an opportunity to discuss your products and services in a non-threatening, open and genuine environment, your customers will tell you how they feel. You just need to ask them.
With your help, the silent customer will become an advocate for your brand, shouting great things about your company from the mountain top, echoing referrals, future sales and profits as they go.