I worked with Edison Research to design a study of the science of complaints that ultimately powered my new book, Hug Your Haters (visit HugYourHaters.com now to order and receive exclusive bonuses not available anywhere else, or ever again).
When I first conceived this project, I anticipated a far different set of findings. I fully expected to discover that in today’s world, speed of response would have the greatest impact on customer advocacy; that being fast would be the currency of satisfaction when it comes to customer service.
But it’s not entirely true, at least not yet.
Speed of response has an impact on overall customer satisfaction and the willingness of unhappy customers to embrace your business post-complaint. But the impact of speed isn’t massive. This is partially because when complaints ARE addressed, companies are doing a satisfactory job at answering them without delay.
So the current problem – and the thesis of the book – is that many complaints are NEVER answered.
If you want to retain customers with great customer service and customer experience, it’s not just about being fast, it’s about being everywhere. This is why the Hug Your Haters formula is:
Answer every customer complaint. In every channel. Every time. (highlight to tweet)
How Fast Do You Need to Answer Complaints On Phone and Email?
Of haters who complain by telephone, 67 percent are satisfied with response time, and 75 percent of today’s telephone complaints are handled by businesses within twenty-four hours.
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