We all have been there once: in a desperate situation when a company whose customer you are just doesn't care. Today I want to share one real story I experienced not long ago and I truly hope you won't let your customers be in a similar situation.
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”.
So 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. 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.
There is no amount of caring that would make me consider coming back anymore. I gave my feedback several times. No-one reacted to that in a way I would have hoped. They failed in a critical touchpoint for too many times. It is too late now. The fact that they are willing to make improvements only when I'm already quitting, just makes me angry. It can't influence my decision to leave anymore.
What can you do to avoid ending up into a similar situation?
✅ Here are three tips to retain your customers:
Use customer feedback to understand which are your critical touchpoints
Ensure that you measure success in those critical touchpoints
Remember, 67% of customer churn could be avoided if the business resolved the customer’s issue during their first interaction. (Kolsky)
Have you been in a similar situation? What has happened? Share in the comments below! 👇