Don't calm angry shoppers with discounts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 02, 2021, 12:43 PM UTC

Acknowledge negative consumer experiences and address issues to improve customer satisfaction and retention.

Businesses must note negative feedback is a “salvageable touchpoint in a customer journey.” They should use insights from negative customer feedback to solve customer problems and improve their support service. Studies show more than half of customers would be willing to do business with a company after a negative experience if the brand was able to solve their problem. 

Though speed is an important customer service aspect, speed mustn’t be equated with efficiency. Apart from measuring Average Handle Time, companies should also consider metrics like Customer Effort Score, First Contact Resolution and Customer Satisfaction Score to better understand customers’ view about the service.

Avoid offering discount coupons to angry customers, understand and address complaints instead. In fact, providing angry customers with a price-based solution can harm the brand’s reputation and perceived value.

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