By David Drennan, Steuart Pennington
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Additional info for 12 Ladders to World Class Performance: How Your Organization Can Compete With the Best in the World
Of those who do complain: 2. If you handle the complaint well: 95% of little complainers come back, 82% of large ones. 3. If you handle the complaint at all: 70% of the little complainers come back, 54% of the large ones. 4. If you fail to deal with the complaint satisfactorily: 46% of the small complainers return, 19% of the large ones. 5. Of those who were irritated but did not complain, 37% of the small complainers return, 9% of the large ones. 6. Unhappy customers tell three times as many people about their experiences as do happy customers.
It is quite easy to identify customers when there are paying clients and their satisfaction shows through in a profit bottom line. It is much harder when there is no bottom line, eg a government department, a church, a charity, a library, a hospital, the armed forces, etc. ’ syndrome often prevails, as you appear to get paid whether you do your job well or not. That is just more of a challenge. There may not be profit targets to aim for, but there are service standards that can be set and met. You can still identify customers (especially the most important, or the most frequent), you can ask them what improvements they would like to see, and set realistic goals.
GUARANTEED. You can count on us for quality, value, and always, always service. We’re not out just to make a sale to you. We’re out to build a relationship. You have our word on that too. It’s the same single word. GUARANTEED. Such a standard is bold and will keep the competition gasping. It is also clear CUSTOMER FOCUS / 41 to both employees and customers. That is a company you could do business with. However, if you set such a standard, be sure you can deliver! ‘Complaints seen as an opportunity to create improvements’ It is difficult for staff not to feel offended when people complain.