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The Power of Viral to Influence many Thousand Potential Customers

Janice B Gordon Failure to Meet Expectations

Janice B Gordon Failure to Meet Expectations

Last week I talked about ‘Not so Advanced Social Messenger’ probably the worse customer service response ever, but I am happy to be challenged if you have an example that beats mine.

I am a great fan of Chip Conley author of Peak: How Great Companies Get Their Mojo From Maslow, Conley‘s development of Maslow Hierarchy of Needs helps us to apply Maslow’s psychological model to customer service.

Understand the levels of Maslow’s Hierarchy of Customer Service

  1. Transformational – instinctively knows and anticipates their customers intangible wants and needs.
  2. Success – proactively in delivers stated service level agreements.
  3. Survival – transactional and reactive to customer enquiries that it meets satisfactorily.

However I would add a fourth level:

  1. Failure – functionally in-active to customers that has self-serving business needs.

How can you recognise a company that is in-active and self-serving?

Advanced Social Messenger provide an example in its Terms of Service statement below:

  1. All orders for Advanced Social Messenger are 100% Non-Refundable. Period.
  2. Advanced Social Messenger reserves the right to change any of its policies concerning returns / refunds without any notice to its clients whatsoever on an individual or entire client base basis at any time.
  3. Advanced Social Messenger believes that it is the client’s 100% responsibility to review (watch a webinar) Advanced Social Messenger products and services prior to placing any orders with Advanced Social Messenger.
  4. Advanced Social Messenger Terms of Service is Non-negotiable and the no refunds / no returns policy further stated that there will NEVER be any reversal of any credit card charges and placement of an order with Advanced Social Messenger constitutes a complete and binding commitment to that fact.
  5. Advanced Social Messenger agrees to provide the services ordered within a timely manner, not to exceed 30 days from the date of order placement.

The following research statements provide convincing reason to invest in communicating and delivering good customer service.

  • 89% of Consumers purchase from a competitor following a poor customer experience – Harris Interactive, 2011 Customer Experience Improvement study
  • Only about 4% of dissatisfied customers complain. 96% just go away. Harris
  • 50% of Consumers give a brand one week to respond to a service concern before they stop doing business with them. – Harris
  • It takes 12 positive service incidents to make up for a negative one – Understanding Customers by Rudy Newell-Legner
  • 70% of customers will do business with you again if you resolve their complaints –Rudy Newell-Legner

You might think that Self-serving Companies do not care about its Customers.

Ten years ago, if a customer had a bad experience, they could tell 10 or perhaps 50 people in their social group and the business would suffer a marginal loss of custom and reputation. Now, a business can have several positive reviews and one negative review. It is the negative review that receives a disproportionate impact and can go viral influencing many thousand potential customers and labeling companies like Advanced Social Messenger #badcustomerservice on social media.

A good example is for the sake of saving $1,200 the United Breaks Guitars viral video has had over 15 million negative views and cost United Airlines over an estimated million.

If you are like Advanced Social Messenger failing to serve your customers, be warned customers are not in-active in sharing their experience with their community and the community is social, global and active.

See Not so Advanced Social Messenger, worse customer service response ever.

If you like this blog you may also like this https://theproblem-solver.com/assets/what-creates-customer-loyalty/

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