Want to retain your customers? A true story on what not to do

I moved to a new apartment and signed up a contract with a new internet service provider. The price is reasonable, the queuing time for the customer service is short and the speed of the line easily allows uninterrupted streaming of Netflix. I should be happy.

But I am not. The line breaks every once in a while, for about 10-30 seconds. It is enough to stop the streaming. I could personally live with it (on a good day) but, I guess you know how kindergarten aged kids react when their favorite Barbie episode breaks up in the middle of their long-awaited “screen time”.

I call the customer service. In fact I call them several times. They fix something and the good news is, the connection seems to work for a while. But the problem returns. Every time. I have to call them again. And again. And I start to get annoyed.

One day the connection is particularly bad and I know I've had enough. I contact the customer service and say that I want to end my contract with them. It is time for me to change the service provider.

And wow! That is when it happens. The internet service provider starts caring for me! They apologize. They promise to increase the speed of the connection for free. They improve the fault correction for the line (I'm not certain whether it is doable but it sure sounds convincing). They do all these things hoping that I will reverse my decision.

Sorry. There is no amount of caring that would make me consider coming back anymore. I gave you feedback several times. You didn't react to that in a way I would have hoped. You failed in a critical touchpoint for too many times. It is too late now. The fact that you are willing to make improvements only when I'm already quitting, just makes me angry. It doesn't influence my decision to leave. 

What can you do to avoid ending up into a similar situation? Here are our tips for retaining customers:

  1. Use customer feedback to understand which are your critical touchpoints
  2. Manage the touchpoints properly and
  3. Ensure that you measure success in those critical touchpoints

Do you need help in analyzing customer feedback and understanding which are the critical touchpoints? Contact us and we'll help you.