Is Silence Golden When a Customer Is Dissatisfied? - (Archived)

The answer is no. And the reason is that dissatisfied customers rarely stay silent forever. They may not ever tell you they are unhappy, but eventually they will tell someone. Studies show that typically only one customer in 10 will proactively tell a company directly about being unhappy, but almost one-third (31 percent) will tell friends and colleagues — your potential customers.

Whether your customer base is the federal government or a Fortune 500 firm, a customer complaint is a gift. A customer or client that complains about a bad experience gives the company the chance to right a wrong. It provides an opportunity to improve.

So how do you get your customers to tell you if something isn’t going well? You can ask — asking for feedback is a standard best practice in just about any services-based business. But that does not guarantee that customers will tell you about issues, especially if they like the account manager and team.

Enter third-party customer satisfaction research. Having a neutral third party ask for feedback is a great way to identify any performance issues before they become irreparable problems – and before the customer shares the issues with friends and colleagues.

Jay Lee, President of Agile Defense, said this of third-party research: “It provides unbiased, actionable data that has helped us improve our customer relationships. This research is helping us keep our customers and employees happy, and that leads to a high return on investment.”

Learn more about how customer satisfaction research can help you keep your customers happy.


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