Who is good at guessing what might happen a week from now? Could you predict how your business will be in a year? We may not be so good at guessing, and also not want to be so vulnerable as to wait for the winds to blow in our favor. The point is that we do not need to exercise unknown powers if we can talk to our customer. Of course, customers help us predict how the coming days, months and years will be (and even if they will exist for your company) because they indicate whether they are satisfied, which is important for them if they are to remain faithful and recommending our company to others, and especially, if they trust in our work. This participation is through opinions, compliments, complaints, suggestions, or sometimes all together in the form of an “outburst”. For us to use this information positively, how about thinking about the customer’s viewpoint?
The vast majority of companies that remain active and profitable in the market seek to manage information received by their customers/consumers. Firstly, one must know the profile of this customer. Without a customer history, monitoring of recent visits, purchases and interactions, many business opportunities are lost. An effective CRM system, customer satisfaction and monitoring surveys, as well as loyalty programs can be very rich sources of data to work with. A good question to think about is: are service teams prepared to perceive the information as tips or as opportunities? The lack of a holistic view of the business can waste customer comments that would be worth far more than any advertising or marketing action.
In addition to telling us how we are working, many other things may be linked and need to be understood to be turned into opportunity. If a customer stops to speak his or her mind, it is because he or she has real interest and cares (at least still anyway). A person who knows he or she will no longer consume a product or service (for any reason, including geographic) does not take the time to complain, as regular customers do. In this case, we already have a huge positive point: he thinks about returning.
There the disappointed customers who had great belief, but for some reason this feeling changed. These are the most precious customers that a company could want! In this case, they feel they have a relationship and therefore impart their opinion, hoping that all this misunderstanding is clarified and that everything will return to how it was before. They give the chance to correct the misunderstanding or dissatisfaction, and still “believe”. This type of case calls for immediate and assertive action, to find in the customer the flexibility to negotiate, if required.
Some customers also recommend improvements because they will benefit when they return to consume the service, product or customer service of that company, which shows a very interesting potential future. Others still will talk about their experiences, but will have not even the slightest intention of returning, and this may be a reflection a problem in the past that has not been resolved. So the idea is to give the “voice of the customer” the strength to reach all levels of the organization and to promote changes and attitudes that generate the best results and are perceived by customers.