Treating customers right can help create an army of free advertisers. Treating them wrong can create a mob of rabid detractors, doing your competition's work for them, for free.
That's what Customer Experience Report supports. Customers said these things about their experiences
- 55% of people say they recommend a company based their experience with its customer service.
- 40% say they began purchasing from a competitive brand simply because of their reputation for great customer service.
- 85% say they want to warn others about the pitfalls of doing business with a company that gave them poor service.
- 66% say they want to discourage others from buying from that company.
Okay, so this tells us that customer service is important. What does it mean for nonprofits? We don't have the power to torment our donors the way airlines, phone companies, and plumbers can. You might think customer service is not important for us.
But we sometimes do those small annoying things that put them in a negative frame of mind. Things like:
- Spelling their name wrong.
- Having multiple copies of their record.
- Getting their gift amounts or dates wrong.
- Taking forever to receipt their giving.
- Not meeting their requests -- or taking so long to do so, they think they're being ignored.
- Phone reps who are not helpful, and/or uninformed.
Getting these things wrong won't show up on campaign reports, but they will hurt. Over time, they can hurt a lot.
Make sure you've got your customer care nailed down!
Thanks to Conversation Agent for the tip.
