Where Does Your Customer Feedback End Up?

There are essentially two destinies for the customer feedback you currently collect: It ends up in the office ether. (e-ther noun: the clear sky; the upper regions of air beyond the clouds.) You develop an internal process to leverage customer feedback to improve your business. The primary reason to gather customer feedback is to improve
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How to Get Inside Your Customers’ Heads For some marketers, finding out what their customers think seems to require a crystal ball.  Surveys, kiosks, coupons, loyalty plans, all have their place to track purchasing preferences. But how do you know what your customers really want?  How do you get into their heads? Just ask them. Directly. In a phone conversation. Customer
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How Big is Your Iceberg?

Did you know that on average, only 4% of your Dissatisfied Customers will formally complain?  So to put it another way, your current customer complaints are only the tip of your Dissatisfied Customers iceberg. Where are the rest of them? In her book Understanding Customers, Ruby Newell-Legner wrote that 94% of dissatisfied customers don’t voice
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Orange stands out in a line of green apples

Customer Retention ≠ Customer Loyalty Some marketers make the mistake of thinking that customer retention is the same thing as customer loyalty. Not so. Just because you have repeat customers does not mean those customers are loyal. Customers might continue to buy from you for a variety of reasons that don’t include loyalty. These could include: Convenience. They have
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Got Customer Feedback? Now What?

The surveys are in. The focus groups are done. The telephone interviews are complete. Now what? A surprising number of companies make the investment to gather customer feedback, but then fail to develop a plan for how to use it effectively to improve their products, services, or processes. Take these three primary action steps to
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Rescuing A Customer Relationship

We have likely all dealt with an upset or unhappy customer. Special skills are required to rescue the relationship and with the right approach, a raving mad customer can be turned into a raving fan.  But it takes effort and some key skills to salvage the situation. STEP 1: PREPARE yourself. Hearing an unhappy customer’s
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Put Your Marketing Money Where Your Profit Is

Have you connected the dots between your customer retention and your bottom line? Marketing data revealed from surveys of major companies reveals that there is a direct financial correlation between Customer Retention and Profitability for your company.  Consider  these frequently cited marketing numbers: A 5% increase in customer retention can increase a company’s profitability by
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