Check out this little tidbit in Guy Kawasaki's Blog about word of mouth advertising.
I was having this conversation in regards to Zappos' return policy with my fiance and she mentioned she would not shop at Nordstrom because she had an experience that was bad. When I asked what it was she mentioned that many years ago she purchased some clothes that simply fell apart and that colored her experience. This is interesting because how many of your customers may be out there with that one experience. Nordstrom has very good customer service, but the one experience they could not control was the life of the clothes and have lost a customer.
This sort of measurement and feedback is essential to continued growth and development of a company. When is the last time you talked to a long term client or customer about their satisfaction level?
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