Customers want the ability to have a positive customer service experience from companies and if the customer service experience is less than par for customers, they will become frustrated with the company and possibly leave it, which is costly for the company. The following statistics support this:
- In the last year, 67% of customers have hung up the phone out of frustration that they could not talk to a real person.
- 91% of unhappy customers will not willingly do business with that company again.
- Almost 9 out of 10 U.S. consumers say they would pay more to ensure a superior customer service experience.
Customer service is possibly for some companies a crucial part of their business. It’s the customers, after all, who bring in the revenue, whether that customer is a business in business to business models or a U.S. consumer who is buying staples from Staples or another office supply store.
The negative experiences of customers within customer service can have ramifications beyond what the initial experience wrought for that customer. 24% of American adults have posted comments or reviews online about the product or services they buy. These reviews can occur on the online site of the company, or others.
Yelp is a website and mobile application that many people use for reviews about establishments such as restaurants, bars, music venues, and more. These reviews on Yelp can lead to a positive or negative experience for online viewers who look at these reviews for ideas about which restaurants to go to.
When it comes to gaining new customers, like that of the Yelp reviews, it is costly and difficult compared to retaining current customers. Customer loyalty is worth 10 times the amount of a single purchase and it is 6 to 7 times more expensive to find a new customer than to retain a current customer.
Finding new customers may be difficult in some circles. Part of it involves the market and targeting the market. Which demographics the owner of a company is looking at contain the key on how to reach them. Finding the right method to contact a certain demographic is critical to reaching them in a way that is engaging to them.
One popular method of reaching individuals and potential customers is social media. As of January 2014, 74% of online adults used social media websites. It is certainly possible that that number has risen in recent years. Trying to appeal to someone on social media requires skill. Many companies hire social media managers as a full time position.
This is a difficult skill set to have, though more are more naturally gifted at appealing to those online than others. The correct voice can be appealing to some, assuming that voice is engaging, attractive, and possibly humorous, which are all appealing qualities to people and sometimes difficult for an online post.
There is a certain issue with social media management that appeals to others and attracts them to the post. Finding the right tone is important but also important is finding the right attractive brand to represent. Those brands are built over time, and that attractiveness is built over time with engaging posts.
Part of the issue with social media is that the text of a post can be particularly attractive but the content and imagery might not back that up. A good image is worth a lot on a social media post but also the quality of the article that follows is very important possibly to gaining social media trending status.
Finding the right issue to appeal to people is important as well. Is the market flooded or what is happening in that customer base is a question that many people need to seek out. An entrepreneur needs to know what the customer base is, how they are currently being approached be competitors, and have a marketing plan to appeal to the same base.
Competitive intelligence and analysis is an important marketing tool for individuals who are looking to form a marketing plant. Competitive intelligence and analysis allows individuals to plan their marketing plan using actual data without having to necessarily rely on other methods of data collection.
Competitive intelligence and analysis is important. The key for competitive intelligence and analysis is securing the right software for the job.