Fastcasual.com reveals several findings from the 2012 Tork Report which found that the vast majority (92 percent in fact) of U.S. consumers said they will complain about an unfavorable dining-out experience. The report examined how people share the complaint and found that 60 percent of respondents were at least somewhat likely to share that information with their social media networks.
Social media channels such as Twitter and Facebook have become the main tools for people to share an experience with a brand. While positive feedback could go unnoticed, a complaint can travel far because unhappy customers never keep dissatisfaction to themselves. That is precisely why many brands see social media as a danger rather than an opportunity. Even if brands see the advantage of engaging online, they still fear that it will open the doors to people publicly criticizing them. The reality is – whether your brand is online or not, your customers are and they are talking about you.
So how do you stop a complaint from going public? Or better yet, identify those dissatisfied customers before they even have a chance to make a complaint?
A Customer Contact and Rescue solution gets to the heart of what’s making your customers dissatisfied. Through the use of surveys, a brand can create “trigger responses” that will flag dissatisfied customers or those who have the potential to become one. When these people are identified, you and your customer service or location managers will be notified. This gives you the opportunity to repair and deepen the relationship, as well as provide an incentive for the customer to return.
It costs a lot less to retain an existing customer than to acquire a new one. Start taking care of your customers and keep your brand’s reputation intact.