Word of Mouth Marketing

Word of Mouth works two ways: there are clients who refer people to you and others who drive them away.

• When customers leave:
  · 10% do so for reasons unrelated to your business
  · 10% prefer a competitor
  · 15% were disappointed by service or product
  · 65% didn’t like the way they were treated.
• 96% will not complain even though they are dissatisfied
  · 90% will not return
• Each dissatisfied customer will tell nine other people the sad story
  · 13% will tell 20 or more people their sad tale.

Satisfied customers are forgiving: if you solve the problem, 70% of complainants will continue to do business with you; 90% if you discover and resolve the problem first.

Satisfied complainants will tell 5 people how the issue was handled providing you with free PR.

• Be as good as your word: never fail to deliver on a promise.
• Listen before you act.
• Acknowledge the customer and grievance.
• Ask how you can help.
• Listen to the complaint fully, including venting and ask customer to summarize if you don’t understand.
• Repeat the complaint in your own words and ask if you have understood.
• Ask what the customer would like to see happen
• If the customer has unrealistic expectations
  · Did they understand your product/service; did you explain it clearly or did you assume they knew how everything worked
• Offer what you can and negotiate to a solution in good faith.