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« A Web Centric Marketing Example | Main | Are Your Online Forms Usable? »

Business Problems and Customer Service

Everyone can recall examples of good and bad customer service.  Recently I witnessed the demise of a promising business. There were numerous factors that lead closing the business. Customer service was one of the largest issues.  In this case customer service took the form of a lack of communication with patrons.  Last Friday, I went to visit a business I kept a membership with for the last five year.  The doors were locked and a sign posted indicating they’re out of business.  I knew that the business had been having difficulty and that it would possibly be sold or closed down shortly.  Yet, the closing came with no advanced notice to most of their other patrons.  If you are experiencing an unusual challenge with your business let your clients or patrons know about the challenge. 

Regardless of the business situation, good or bad, keep the customers informed.  There are a number of instances when things are going bad and businesses aren’t forthright with their clients.  Most businesses won’t acknowledge problem until it is too late.  If you’re in a sticky business situation, let your customers know about the situation immediately.  You don’t have to divulge minute details. But at least acknowledge that there is a problem and a resolution is being implemented or planned.  It is always in your best interest to keep customers informed.

When customers start to speculate or become uncertain about a product or service they’ll start to look elsewhere for their needs.  This is exactly what happened in the situation I witnessed.  When people heard rumors about the business possibly shutting down they started to look elsewhere.  The customer’s loyalty became strained and they started to lose faith in the company.  Without customer support overcoming challenges can become significantly more difficult.

I’ll point back to an important statistic from a previous post: “95% of unhappy customers will do business again with you if their issue is resolved immediately.” (Source: Technical Assistance Research Programs) The problem was never acknowledged or resolved immediately. 

It is in your best interest to always keep your customers informed.

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