Fine is a 4-Letter Word

How many times has a waiter asked you how your meal was and you just said "Fine," even though it really wasn't what you were hoping for? Have you ever had the waiter question you about your answer???  I know I haven't.

In my last post I talked about getting "Devoted Customers".  Part of getting devoted customers is making sure every experience the customer has with your business is memorable, exciting and personal.

We have all heard the statistics that only 4% of customers actually complain when they have a problem, which means 96% of your customers who have a complaint just leave.  These surveys also state that these unsatisfied customers tell on average 14 other people.

I find it hard to believe customers that have a true complaint tell just 14 people.  Most probably they tell 14 people before they leave the store. These customers are texting, posting on Facebook, Tweeting, and then when they get home they are posting a negative review on Google, YP, Yelp, Yahoo and anywhere else they can.  In today's technological times, upset customers aren't telling 14 people, they are telling 14,000 people!

So what can your small business do to keep this from happening, and really getting those great devoted customers you really want?

1) Setup systems whereby customers can easily comment, both positively and negatively, about their experience.  From simple solutions, such as comment cards given to each customer, to pre-paid postage cards, to even cards (or tent cards for retail and restaurants) that have a QR code that take them to an online survey.  Best would be to use all of these.

2) Send out surveys to customers from time to time just to find out how about their experience with your business.

3) Know how to recognize dissatisfied customers.  Just like the customer at the restaurant whose meal was "Fine", recognize speech, body language, etc. and if you see something that just does not seem right, ask probing questions to find out the customers real feelings.

4) Really get to know your customers so they understand that you really really want to know when they are not happy, or even whey they would like to see something different, new, etc.  Make customers understand the importance you place on customer feedback.

As a small business, or entrepreneur, don't stick your head in the sand! You want to know what your customers are thinking. You want to know their comments, complaints and suggestions.  Develop systems and train employees so you can develop those true Devoted Customers!