Taking Action on Customer Feedback
“Well done is better than well said,” advised Ben Franklin. As Franklin appreciated, follow-through is a challenge for most members of our species, and it’s certainly a stumbling block for businesses as far as customer feedback is concerned. According to the Temkin Group, six out of ten companies have a Voice of the Customer program in place, but very few of them actually take action…
Keeping Customer Relationships Fresh: Long-Term Customer Engagement
The human brain is wired for newness. Novelty triggers the release of the neurotransmitter dopamine, a “happiness hormone” which is associated with reward and pleasure. The same chemical is “released in large doses when we are in love” (Seidenfaden & Draiby 2011). As lovers become used to each other, they experience a sort of tolerance. After some time together, lovers no longer get the “dopamine…
Silent but Deadly: How to learn from Quietly Disgruntled Customers
There’s a certain type of customer lurking in every company’s sales records. This customer is influential on your future business. She’s mindful enough to pay attention to her purchasing experience, and articulate enough to pass on any dissatisfaction to her friends and family. However, she doesn’t provide feedback to you when she experiences a problem; she just walks away. This is The Silent Customer, a…