FOR IMMEDIATE RELEASE CONTACT: Tom Ellis
September 13, 2007 Ellis Communications, Inc.
Phone: (417) 881-5635
Email: tom@elliscomm.com
PHOENIX, Ariz. – Mistakes happen in every business, including the
utility industry, and how they are handled can make all the difference to
customers.
“Most customers are willing to forget about the mistake when the problem is
handled well,” says David Saxby, president of Measure-X, a company that
specializes in helping utilities improve their customer service and sales. “Some
utilities face competition on almost every product and service they offer while
others face only a little competition and some none at all.
Regardless of which category your utility falls within, it is imperative to take
care of mistakes and problems with professionalism and dedication.”
Saxby offers the following thoughts and suggestions about making the most of
problem solving with customers.
Only 4 Percent of Customers Complain. “Your utility may never hear from
96 percent of its customers who are unhappy about something,” Saxby says. “Many
unhappy customers who do not raise a fuss may just quietly go away because they
feel complaining will not do them any good. In fact, complainers are more likely
to continue doing business with you than non-complainers.”
Most Customers Who Complain Will Do Business Again. “Fifty-four to 70
percent of customers who complain will do business with you again if you resolve
their complaint,” Saxby notes. “If they feel you acted quickly, showed empathy,
took ownership and resolved the problem to their satisfaction, loyalty will
skyrocket. These customers also will refer new customers.”
Develop Customer Retention Programs. Often, customer service is thought
of as a complaint-handling system rather than a marketing technique, Saxby says.
“Complaint handling is only one small part of customer service,” Saxby explains.
“If you make the decision to develop customer retention programs that are
proactive rather than reactive, you will reap the benefit in many ways –
increased sales and profits, happier employees and customers, less stressful
work environments and more time on your hands to think creatively.”
Reactive Customer Service. “Reactive customer service comes after the
fact, after a customer has a problem or is generally dissatisfied,” Saxby says.
“This type of service is in reaction to your customer and, therefore, is likely
to be affected by both parties’ emotional states.”
Proactive Customer Service. Proactive service may come either before or
after the fact, but it is always about taking action to improve the customer’s
experience and outcome, according to Saxby. “Proactive service anticipates the
customer’s current and future needs,” Saxby says. “Proactive service means your
utility is prepared to do everything to satisfy and keep the customer. When it
happens after the fact, proactive service sometimes involves making decisions
that benefit the customer at the expense of the company.”
People are loyal to a business when they feel they are treated well and receive
good value for their money, Saxby says.
“When mistakes happen, do you already have the mindset that you will do
everything possible to resolve the situation and leave your customer feeling
satisfied?” Saxby asks. “Do you understand the value of the 4 percent of your
customers who will even bother to complain?”
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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.
