Customer retention and relationship management - A perfect example
We are always looking for ways to do things more efficiently and achieve better results for our clients. Our monthly reporting gives a snapshot comparison of primary KPI’s including:
- Website traffic
- Electronic mail responses
- Online reservation
- Social data and other initiatives that we action.
It is a good overview and diagnostic tool but it involves a LOT of manual data entry from speedy fingers (Renee), and Kath therefore decided to try and find a more comprehensive and automated platform for this information.
After a few days (yes, days!) of researching she found a cloud based data intelligence platform ➡ did a Skype demo session ➡ signed up for the trial ➡ and started testing. We never expect learning a new platform to be trouble free and always expect there to be areas that we will have to work around to meet our needs but after three weeks (yes, weeks!) of back and forth with the tech team and no progress, Kath pulled the pin by explaining politely (yes, politely!) how much time had been wasted and requested to cancel the account...
The response below came from the company head office and is a perfect example of how to rescue a poor customer experience:
"Hi Kath -
I read the email thread between you and Ben, and looks like the guys haven't made it easy for you :( I apologize for the frustration.
I have my best guy - my personal import wizard specialist who is happy to assist you with this. Email feed is pretty easy, and didn't seem like there is any complexity to import your data. I think the biggest mistake on our end is not taking the phone and call you, and run you through the process in a few minutes and get you all setup. I personally hate back and forth emailing when it comes to resolving technical issue.
I want to ask you last chance, free of charge, let's activate your account, get on a call with my technical resource person and upload your file, show you how to do it. it's really simple and I really think its' worth another shot. Of course, if it doesn't work we will proceed with the cancellation but I want to ask you, please, let's get this work out for you and grant you the month for free until you see that it actually works!
What do you think? Shall we proceed? ;)
Thanks again, and appreciate your patience."
We, of course, agreed to the proposal! Despite our negative experience, the company managed to retain us as a customer and even if it turns out the platform isn't for us, it will be because the product does not meet our needs - not because we could not get it to work.
Retaining customers is a lot more cost effective than acquiring new ones which is one of the main reasons relationship management and complaints handling is so important. The above example showcases how easy it can be to turn a complaint around with the right strategy. Do you have a retention strategy in place?