Every single customer retention program must include actions to let the customers know they are being heard. This is the number one strategy that must be included in every retention plan. If a customer does not feel as if the company is not really listening, all other strategies may fail. It’s that important.
Historically, most Customer Service Departments are established to be therapists for distraught customers. To listen to customers who want or need to complain. That’s of high value although it may not ultimately solve all the problems. The very fact that a company has some kind of method to listen to customers goes a long way.
Listen to this to see why this woman is a happy customer:
Many companies use customer satisfaction surveys to demonstrate they are listening to their customers. You will hear me rant on and on about this: Customer satisfaction surveys do not demonstrate that a company is listening to its customers!!!! These surveys are false indicators within a customer retention program. In fact, surveys demonstrate that a company expects customers to do all the work to make the company better.
On the other hand, surveys do play a part in providing a forum for the company and the customer to come to an understanding. The customer will only feel he/she has been listened to if the company is honorable enough to respond to customers – after the survey has been analyzed – with statements about what it heard. “Thank you for participating in our survey and this is what we heard from you. These are the actions we will be taking based on what you told us.”
Seriously, it almost sounds too easy. Each and every company on the planet should know EXACTLY what they have in place to let their customers genuinely feel as if they are being heard. Yes, customers want discounts. Yes, customers want more stuff, yet more than that, they want to be heard.
Every program designed to achieve the best in customer retention, must include methods of really hearing what customers have to say.
That is true, how can a company fulfill this goal though? Aside from surveys, what other methods can they employ to make their customers heard and attended to? Should they do a check in call before and after their service contract works? Or should they be interviewed during the retention signing?
Helpful post. The feedback provided by a businesses customer base can provide helpful insight to implement into current strategies. Thank you for sharing this information.
Dear Virtual Agent,
The best way to find out how to demonstrate to customers that they are being heard is to ask the customers what would mean the most to them. If that is difficult or confusing, I agree with your suggestion on check in calls. Be careful about those. Think about the times restaurant staff have asked you “How are we doing here?” I never get the feeling they really want to know and it’s a weak attempt. One best practice I’ve seen is from an architect who collects all his client representatives together in a room after a project is complete. He sits with pen and paper and starts his questions with “What can we improve on next time?” He waits for their response and writes down everything they say. The discussion continues but notice how he has positioned himself to assume he will be invited back. And it works!