Wednesday, January 20, 2016


"It is easier to entice new customers than 
to keep them."

This is what I learned during my BPO days that still resonates in the current trend of industries like sales and marketing, respectively. Why? Because a new customer can be sold on a product given that it has a good quality, branded (usually), innovative specs, useful, and the list could go on and on. It is easier for a customer to be sold on if the pitch has been well-executed by the sales person. What is difficult is the after-sales service. It doesn't mean spoiling the customers but it basically means you take care of them. You make sure that every inquiry and concern they may have is addressed in a very timely manner. You make it a point that you are satisfying and meeting their needs to gain their loyalty and keep them in your customer-base for a long time. You treat them well as they are the main source of your company's revenue. That is how most business works. 

But, what I am going to share with you today are my thoughts why some customers don't purchase from you again after their first transaction? Ask yourself, what happened while completing the sales process? What would make you, a non-returning customer?

Problem # 1: POOR Customer Service

This seems vague so I will be breaking it down for you. When does a customer service become poor?
  • Promised delivery or turn around time was not met. If the customer paid for a next-day delivery service, deliver the goods on time. There is nothing worse than turning a patient customer into an impatient one. Golden rule: DON'T MAKE A CUSTOMER WAIT IN VAIN AND VALUE THEIR TIME.
  • Customers were not immediately informed that the items in their carts are out-of-stock. This aspect should have transparency. If the item is not on hand, let the customer know right away. Don't be scared that they might not push through with the order because that won't put the transaction in dead end. Spiels like, "You can try other brands, it is also as good as what you originally chose. Plus, it's a lot cheaper but with the same effectiveness." That way, you'll gain your customer's trust because you're giving him/her the impression that you are helping him rather than being pushy. You may also offer products that are on sale, too.
  • Inquiries are addressed in an unfriendly manner.

Problem # 2: Deceiving Product Photos (for online stores)
Customers are a lot smarter nowadays. We understand that the colors of the photos may vary depending on the brightness of your screen or your monitor's configuration (if you're using a PC). Therefore, it is the seller's responsibility to provide a decent product picture that won't deceive the buyers. Decent photos mean they are of good resolution (not grainy, well-lit, raw file as much as possible) and not something that was just "borrowed" from other online sellers. Moreover, the seller should be honest enough to tell the customer if the chosen item has a little defect or some sort. Trust me, you will be loved by your customers more. In return, make them feel loved, too, before your competitors do.

Problem # 3: Customers feel 'unwelcome'

Whether you sell on Instagram, Facebook, or your own website, 'welcoming' your customers plays a pivotal role in customer loyalty. Repeat buying experiences are based on how the customer feels they are being treated. Sending them welcome and personalized emails is one of the friendly ways.

"Ask your customers to be part of the solution. 
Don't view them as part of the problem."

- Alan Weiss

Problem # 4: Website or merchandise complexity

When designing a website or merchandising, you always have to remember that the design should be according to how the customers' preference. You are supposed to come up with the design that is not just understandable or navigation - friendly to you but also to your customers. Empathy is the key. 

Problem # 5: You failed to give value to your customer's feedback

Every unpleasant feedback is your company's gain. Take time to listen to your customer's feedback and use them to improve the things where your service fell short. If you are engaging with them especially on different social media platforms, they are given the impression that they are valued. Unlike this experience of mine.

Takeaway: Unfiltered feedback from customers is a positive even when it's negative. A bad or so-so online review can actually help you because it gives customers certainty that the opinion is unbiased. Source: Gail Goodman, Entrepreneur

Problem # 6: Unreachable Automated Customer Service Hotline | Unavailable Live Chat Support
Most customers believe it takes too long to reach a live agent. You are usually put on hold or the hot line itself is inaccessible. 

Problem # 7: Poor Product Knowledge

Apparently, if the support team or the CS Team have poor product knowledge, they lack training. Training is one of the things a company must pay attention to. There is no alternative for knowledgeable, human excellent service. 

These are just comprised customer service experience based on my friends' experience and my own. What about you? I'd like to hear your story.

"The single most important thing is to make people happy. If you are making people happy, as a side effect, they will be more willing to open up their wallets and pay you." 

  - Derek Sivers, CD Baby


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