Do Not Dissatisfy Your Customers

Cost of a dissatisfied customer. The axiom says that we always have to keep our customers happy and satisfied. But, there would be occasions or times when your customers are going to be unhappy. Do you know the cost of a dissatisfied customer? Many brand managers feel that if they selling their product in Millions, then if there are some dissatisfied customers, how does it matter? It matters. Take a look at this calculation. For every one person who writes to you about a bad experience they have had with your brand, there has to be at least 25 people who have had a bad experience with your brand till 1 person overcomes the inertia to write back to you about the bad experience. But each of these 25 guys speak on an average to about 12 people about the bad experience they have had with your brand. Now, let’s do a calculation. If you receive 1000 complaints per month, and in a year, an assumption is that you got 1000 unduplicated complaints, then do you know how many people hear bad things about you or have experienced bad things with your brand? Look at this calculation and you will realize hat on an average 3.6 million people would have either experienced your brand and felt bad about that experience or felt dissatisfied with it, or they would have heard bad things about your brand. This is before Social Media became big. Now if you want to see the impact of what the cost of dissatisfied customer is, multiply this by a factor of 100. Bottom Line: You will not have a single dissatisfied customer for your brand, at least attempt that. And therefore, if you attempt to ensure that not a single customer is dissatisfied, then you are going to have a bunch of satisfied customers, who are going to be your brand champions. And as a result, your brand is going to become one of the most loved brands.