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A good part of consumers bet on reading the reviews of a product or service (physical or digital) before buying it.
Customer loyalty is essential to ensure constant growth in sales.
It’s 500 percent more expensive to convert new customers than it is to keep existing ones.
A bad review can represent the critical moment in an organization to direct its efforts towards successwhere the customer experience plays a fundamental role.
Given the evolution of technologies, the adoption of increasingly competitive markets, the constant changes in the preferences and purchasing needs of consumers, digital sales, as well as the constant appearance of competition towards the same market, companies must constantly ensure that they work on the loyalty of their customers so as not to spare any effort, balance the scales in their favor and ensure a constant income that allows them to achieve effective positioning, a fact that they can achieve by offering a good shopping experience for your customers.
To achieve a good position in the current market it is essential to offer a good product; however, the task does not end there, but the road to success in staying in the mind of the consumer is just beginning. It is not only about making a sale to pay for the main investment, but we must have a vision for the future to capture customer loyalty and thus encourage a constant income, even over the years.
According to information from the digital customer loyalty platform for businesses, Pretti, it is 500 percent more expensive to convert new customers than to keep existing ones, while at the same time these repeat buyers spend 33 percent more than new ones And, on average, loyal customers are worth up to 10 times more than their first purchase.
There are different elements to consider when defining a plan that achieves capture customer loyalty and thus increase our income; among them, offering a feeling of belonging to our brand, offering the best product together with an incomparable experience and earning their trust, among endless other opportunities to explore, but how to achieve this?
According to the Zendesk Trends report, 57 percent of surveyed consumers believe that customer service is the main attribute that makes them feel loyal when depositing their loyalty to a brandshowing us the importance of offering the best costumer journey.
Working on customer loyalty might sound like a relatively simple task to do, but there are countless factors that are sometimes beyond our reach and that can negatively affect the shopping experience of our customers. Among them, we can present problems of logistics, transportation, material deficiency, lack of personnel to meet the demand for products on time, code problems, among others, placing an obstacle in front of us to ensure a sale and giving us bad publicity that we do not need. .
In the present digital world, it is enough to browse social networks for a couple of minutes to realize how “easy” it is to find a complaint about a bad product or service, which can form a domino effect and that a bad review about a small inconsistency in the customer’s purchase process can trigger endless negative criticism and, therefore, a crisis towards our brand.
According to the LLYC report “The Reputational Impact of Dissatisfied Clients”, the 74 percent of consumers admit to having had at least one bad experience when buying a product or service During last year; Likewise, the consultant mentions that of all those who had a bad experience, 94 percent of them made their dissatisfaction public, either with their trusted groups, social networks, a bad review in the profiles of the brands and the section of reviews of a product, but how much does this affect?
Territory Influence’s study of 41,663 consumers showed that 88 percent of their respondents check product reviews before making a purchase decision, both physically and digitallyso a bad review, its publication on social networks and dissemination in small groups close to our client, potentially decrease our chances of acquiring new consumers.
have a bad review does not represent the worst of our efforts, but that we can use it in our favor to strengthen our systems, identify areas of opportunity to improve processes and even redirect a bad experience and culminate it in a good result, thus promoting our brand so that it does not Lose customer loyalty.
The complaints handling and crisis control plays a fundamental role when retaining a customer, or losing it, a fact in which we can work through some actions in which we could give up a little, but that in the long run will lead to a clear benefit in sales.
The fundamental thing is to carry out an assertive communication with the consumer immediately, listening carefully, addressing him with kindness and respect, showing understanding and apologizing, since he is also offering us the opportunity to regain his trust and enhance your brand experiencein addition to showing us the exact point at which we must work to make the same mistake again.
Subsequently, we must take care of finding a solution to resolve your complaint as quickly and efficiently as possible. For this there is no manual as such since we can return a product in question in good condition and even “play dirty” to the give you a small incentive, this being a material apology that goes beyond solving the inconsistency presentedhelping that, if for some reason we were to reoffend the problem, in any scenario it would end up winning.
Companies, businesses and entrepreneurs can find in a bad review the perfect opportunity to strengthen their brand, if they bet on assertive communication, good crisis management and, most importantly, resilience.
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