FOR IMMEDIATE RELEASE CONTACT: Tom Ellis
July 7, 2006 Ellis Communications, Inc.
Phone: (417) 881-5635
Email: tom@elliscomm.com
PHOENIX, Ariz. – How does a utility that sells such non-traditional
services as Internet access and cable TV know if a customer is about to leave
for the competition? Measure-X, a Phoenix-based company that specializes in
helping utilities improve their customer service and sales, has identified five
early warning signs that indicate a customer is about to jump ship.
“Most businesses don’t know when a customer is about to leave, so consider
yourself lucky if you do,” says David Saxby, president of Measure-X. “For those
who are in the dark, there are red flags they can look for and perhaps keep that
customer from disappearing.”
Squeaky Wheel. The most obvious sign of an unhappy customer is a customer
complaint, Saxby says. “The initial problem is only the beginning,” Saxby notes.
“If your customer is unhappy with the way the problem is resolved, then a whole
new layer is added to the interaction.”
All complaints, no matter how serious or seemingly insignificant, should be
tracked from the first call to the resolution and the end result should be that
the customer emerges from the process happier than when he or she entered it,
Saxby says. “Keeping a log of complaints allows you to watch for patterns or
reoccurring problems,” Saxby explains. “If you are receiving numerous complaints
about the same product or service, there is a good chance you’re going to lose
customers. A complaint log may unearth product defects, misinformation during
the sales process, poor communication, etc. Most problems can be fixed quite
easily to prevent customer dissatisfaction.”
Silence. “When a customer complains, returns a product or cancels
service, at least they’re in touch with your utility and you have the
opportunity to correct the situation,” Saxby says. “No contact at all can be a
warning sign. If a customer fails to respond to a customer survey or return your
calls, your utility has cause to worry about customer retention.”
Slow Pay. “A lack of response can take many forms,” Saxby notes. “For
instance, if a customer is taking longer to pay bills, you should treat the
situation as more than a receivables issue. There may be problems with your
products or services that caused a customer to put you at the bottom of their
pay list.”
Fewer Sales. “A serious decline in sales can be an indication of one or
more problems,” Saxby says. “These can range from trouble with the product
itself, internal process issues, poor internal communication, untrained or
poorly trained employees and lousy customer service.”
Saxby suggests asking customers such open-ended questions as “what can we do
differently to make it easier to do business with us?” and “what would you like
to see us do more often?”
Repeat Callers. When a customer calls repeatedly, it may indicate there
is weak follow-through on service requests, Saxby notes. But if a customer
bothers to call back, that’s an indication that the relationship can still be
salvaged, he adds.
“The more you stay in touch with your customers, the more you will be aware of
their feelings about your utility’s products and services,” Saxby says. “Each
time you speak with a customer, you have a chance to strengthen the relationship
or win back their loyalty.”
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Measure-X is a measurement, training and recognition company that specializes
in customer service and sales skills. For more information on Measure-X, call
888-644-5499 or visit its Web site at
www.measure-x.com.
