Customers Mean Business, by Harvey Blake

You may have more dissatified customers than you think? The truth is you probably don�t know how many you actually have – most do not complain. The average business does not hear from 96% of its unhappy customers.

how can this be true ?

Think of your own record as a consumer and as a complainer . How often have you been less than satisfied with the product or service, and, how often have you actually complained?

Your customers are just like you — they just don�t complain .

  • Non-complainers that are unhappy with your product or service, are actually the least likely group to do business with your company again.
  • A complainer who gets response to his complaint is more likely to do business with you again.
  • The odds are that between 65% and 90% of your non-complainers will not do business with you again and you will never know why.

Your customers who have problems and complain to you are giving you a chance to keep their business. Surveys show that you can win back between 54% and 70% of these complainers by resolving their complaints. Actually, up to 95% of this group will become loyal customers again if their complaints are handled well and quickly.

I can afford to lose some customers. I�ll replace them with new ones (you say).

That�s an expensive way to do business. Think of how much you spend to gain a new customer. Marketing data indicate that it usually costs five times as much to get a new customer as it does to keep an existing one.

It�s a good thing most of my unhappy customers don�t go around complaining! (you say)

About 96% of your unhappy customers don�t complain to you, but they complain to other customers and potential customers, family, friends, associates at work, in fact anyone who will listen.

This negative word of mouth can be very harmful to your business, and in today�s marketplace more consumers are basing their purchasing decisions on the advice of people they know.

How can I win back the non-complainers and retain our current customers?

  • Define your customers as your most important asset and position your organization as customer-satisfaction driven
  • Define specific organizational objectives for customer satisfaction.
  • Invest in your most important key to customer satisfaction — your people.
  • Conduct regular training and development programs to maintain positive attitudes and enhance customer service skills and confidence.

Harvey Blake � Quality Choice Consultants.
The Insurance placement specialist with over 20 years experience in matching the people to positions. Many of these positions are never advertised. Our Clients are many of the top insurance brokerages and companies, as well as risk managers. Visit us at or call 416 544 8414