Where's Yours?
Do You Want Them to Tell You or the Internet? Part 1 of 2
Do You Want Them to Tell You or the Internet? Part 1 of 2

Do You Want Them to Tell You or the Internet? Part 1 of 2

Cleveland, Ohio
May 24, 2017 08:23am | Updated: December 23, 2017 08:33am

our customers are talking about you already. Why not put them to work and let them help you grow your business. This article will demonstrate one often overlooked strategy you can use to improve customer retention in addition to adding Next New Customers to grow your business at the same time.

Gauge Your Customers Satisfaction
Gauging your customer’s satisfaction after the sale is more important in the digital age of instant communication than ever before in history. If there is a problem, it is critical your customer tells you first so you have an opportunity to fix it before they can tell the internet. Ensure there are open lines of communication so your customers feel comfortable to not only reach out to you if there is an issue but also feel confident you will listen and take fair and appropriate action. It doesn’t stop there, since most of your customers are satisfied, all you need to do is make it easy for them to tell you and others how satisfied they are to help grow your business. The sale is not complete until your customer tells you how satisfied they are.

Customer Reviews Are a Critical to Your Success in the Digital Age
The Pew Research Center tells us “Fully 82% of U.S. adults say they at least sometimes read online customer ratings or reviews before purchasing items for the first time”. Heather Ripley reported in Entrepreneur magazine that “88 percent of consumers trust online reviews as much as personal recommendations”. This is a BIG opportunity for you. Your Next New Customer trusts online reviews from complete strangers just as much as personal recommendations.

The quantity, recency and ratio of positive to negative reviews is just as important as the quality of your reviews. Reviews are usually interpreted democratically like a vote. If you have 5 reviews with 4 positive and 1 negative you will probably be seen in a positive light. On the other hand five, 5-star reviews will look like you stuffed the rating box and may not be viewed as credible.

Create an Actionable Satisfaction Scale
Start by creating a Satisfaction or Rating Scale that works for you. The internet seems to have settled on a 5-Star rating system but that does not tell you much when you get a 3? We suggest that you consider an even number rating system because it can be more actionable.

A 3-Star Rating on a 5-point scale is like a tie in the Super Bowl, neither satisfied or dissatisfied and provides no guidance for you to take meaningful action. The whole idea of the Super Bowl (besides generating an incredible amount of advertising dollars) is to decide who is this season’s best football team.

Every business is different so whatever scale or system you choose, make sure everyone in your organization knows the importance of customer reviews, what each rating means and what action to take with the results.

The next installment of this post will outline an Actionable 6-Point Satisfaction Rating Scale that will:
Demonstrate the Importance to Your Team
Defines What Each Rating Means to Your Business (& Their Job)
What Action to Take with the Results to Improve Retention & Grow Your Business

Do You Want Them to Tell You or the Internet? Part 2 of 2

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Your next new customer has changed the way they buy . . . Have you changed the way you sell?