"I Will Never Buy From You Again!" - 3 Simple Reasons You Keep Losing Customers And Find It Hard To Win New Business
“I had my money and the Doctor’s prescription.
I thought I would breeze in and out. I did not expect to walk into a football-viewing-center kind of crowd.
45 minutes in agonizing traffic, got me to the pharmacy.
The friend who told me about the store was adamant I would find every prescription on my list. And it will be a genuine product.
Yet, from the moment I stepped inside the stuffy, compacted, and untidy space, doubt roared in my head.
The reception area could have been a bakery. It was suffocating.
Women with babies strapped to their back, older men, young folks, all lined in a zigzag pattern.
But the sales counter was empty. There was no one to attend to the teeming, restless customers.
Sharp, low hisses punctuated the crackling sound of a standing fan re-circulating hot air. Complaints floated.
It was a chaotic scene. One woman who had settled in a corner and was breastfeeding her child shrugged it off.
“That’s how they behave here; they will attend to you at their own time.”
Meaning it is a normal thing. The workers here are not concerned about the growing line of impatient customers. Wao!
I had traveled a distance to get to this so-called “reputable” pharmaceutical outlet to buy medication.
I swore never to step into this horrible store again.
And then, in the twinkle of an eye, a man in the queue collapsed.
Screams rented the air as shocked customers scampered in all directions.
“What happened? Is he dead?”
However, before I continue with this story, I want to share my thoughts on why some companies will always struggle to win customers or make a profit, even if they have the best product in the world.”
There are three simple ways, some organizations sabotage themselves, send their customers scampering, and keep new ones at bay.
Poor customer relations/service
Low-quality product or service
Weak after-sales service
Poor Customer Relations/Service
You may have the best product in the market or service in your industry. But, believe me, if your customer service is poor, you are in trouble.
How you treat your customer at all levels determines what happens after the initial contact. If you engage with them in an unprofessional, unethical, or disrespectful manner, you are bound to lose them before or after the sale.
But it does not stop there.
One bad apple can spoil the whole bunch. A single dissatisfied customer may ruin your reputation through word of mouth.
And in today’s digital economy, a single tweet or post or video clip can do as much damage as it can boost your brand.
So how good is your customer care or service? Are your sales personnel, marketing executives, managers, supervisors, front desk officers, and other workers trained in customer relations and management?
If not, you should consider training them. It is vital to your success.
Another factor that determines whether customers buy from you or settle for your competitor is the quality of your product or service.
Every customer wants value for the money. No one wants to be short-changed by spending on a product or service that is of low quality.
Sadly, some organizations love to cut corners. They want to maximize profits by reducing the quality of their products or service.
But this is a recipe for failure. Because once the customer comes to a realization, he or she will abandon the brand and look for an alternative.
Smart businesses will choose to increase their price rather than bring down the quality of their product or service.
That way, they maintain the integrity of their brand and do not compromise their reputation for immediate gains.
Poor after-sales service
For some businesses, the relationship with a customer ends the moment money changes hand. They do not care what happens afterward, even if there is a warranty on the product.
Their attitude is – give me the money. And once the business operator collects the cash, it’s all over.
This attitude is wrong. And it is a sure-bet way to lose a customer. A smart marketer, salesman, or business owner understands that it is a lot easier to sell to someone who has bought from you before. Hence, it is advantageous to nurture the relationship.
You can do this by assisting the customer even after the deal has been closed.
Cultivating a positive after-sales culture is a powerful way to increase customer loyalty and enjoy referrals from happy customers.
These are three core reasons why I will not patronize or recommend a business to anyone. It all boils down to customer service or customer relationship management.
What happened to the ‘fallen’ customer?
In the chaos that ensued, workers poured out of the inner offices of the pharmacy. And scrambled to his aid.
Listening to the bitter complaints of the customers, a few of them remained at the sales counter to assist.
I got my prescription and left. But made it a point of duty to send a mail to the company management.
A few days afterward, a reply came in. The management apologized and expressed their desire to resolve the problem of overcrowding in that branch.
Their response tampered my anger, and I resolved to give them a second chance.
My money may not amount to anything in that company’s annual turnover, but if all customers were to withdraw patronage because of such misdemeanor, the organization will lose out.
Excellent “Customer Service” is not all about hiring a good looking front desk officer to receive callers. It entails treating customers with respect and regard. Attending to their needs on time and projecting a positive image of the company.
Rest assured that by treating your customers right, the customer will reward you with continued patronage. Or at least share positive feedback with others.