In the current business culture customer complaints are a waste of time. Business is not listening despite what they tell you in their marketing.
This according to Chris Bell Managing Director of Customer Experiences an organisation that specialises in the development of high quality customer experiences.
Bell said he personally has had two recent experiences where organisations just went through the motions to try and give him the impression they cared and he is receiving more and more feedback from frustrated customers who are having the same annoying experiences.
Its clear that business is not getting it and the only way they will get it according to Bell is if you take your valuable business somewhere else and warn as many others to stay away.
The quality of an organisations customer experience in a highly commoditised market will be the difference between business growth and stagnation due to high customer turnover and in many cases high employee turnover because of the quality of a work environment where customers are not happy. Both these add significant cost to a business that in many cases are struggling for acceptable margins
Chris Bell said that we know from the recent iStart – Microsoft customer experience survey that in the passed twelve months 80 percent of New Zealand consumers stopped doing business after a bad experience and in the same survey it was reported that 80 percent of business leaders surveyed believe businesses have an average to poor approach to customer satisfaction.
It’s clear from these results that the only course of action that may get business to sit up and pay attention is for customers to remove their business and exercise their increasing power of word of mouth.
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