Word of mouth advertising can be the most effective, least expense advertising available to you and your company. Take a moment to answer the following questions for yourself.
What do your customers say about your business? Do you know what they’re talking about and are they the things you would like for them to be talking about? Did you know that in today’s viral marketing environment that consumers have a VERY LARGE voice? With the click of a mouse or the 10 minutes it takes to shoot a home video, your business could be viewed by millions of potential customers. With all of that in mind we should be thoughtful of the message we would like for them to send!
Take for example the following video about United Airlines. It has now had over 6 Million views on YouTube. At the time that I was first shown this video, when you would Google search United Airlines, this video was the #1 return. It made the list above United’s actual website. That is extremely powerful! If one disgruntled customer can tell 6 Million people their message, we need to start to reevaluate how we are treating our customers. After all, these are the people who help us stay in business.
The previous example shows a customer who tried numerous times to discuss his complaint with the company. One thing that we tend to lose sight of is that customer complaints are coming from the vocal minority. The silent majority is the population we need to be concerned with. Let me say that another way, it is more likely that a disgruntled customer will leave your business without ever saying a word.
The lesson you should take away is first, to take complaints very seriously. Second, if you can avoid mistakes all together your customers will leave spreading enthusiastic reviews. While these people are in your business, take the time to ask them about their experience, probe with questions on how you can improve your business and most importantly thank them for choosing you. Be sure to employ any means you can to make their experience one they will never forget. In the end you will be thankful to yourself for taking the extra time out of your day to create raving fans!