Optimum Sales – What insults does your company receive?
All companies targeting mass markets (telecom operators, insurance companies, technology equipment firms, banks, financial entities, water, electricity, gas companies, retail chains…) make genuine efforts, both economically and in teams, to “build a reputation,” “retain,” or “recover customers” that they initially do not want to lose due to a manifest dissatisfaction in their relationship with them.
So far, the models that measure customer satisfaction measure precisely this concept, satisfaction, but in very few cases, dissatisfaction.
How many companies in the aforementioned sectors give you the opportunity to rate them below 0 when they play the recording of “rate the service you have received from us”? All the companies we have analyzed at Optimum do NOT give the customer that opportunity.
In a business environment where the customer and their shopping experience are central to making strategic decisions, why don’t we dare to evaluate the dissatisfied customer? And to what extent does their dissatisfaction reach? and to what extent can they be a detractor of our company, products, and services? And consequently, a drop in our sales.
How many companies have established their level of customer attrition? This level is nothing more than the opposite of the customer promotion index for our company, which has been so popular in recent years.
How many executives want to know to what extent their dissatisfied customers determine how inefficient the organizations they lead are? Very few have that capacity for humility.
Not measuring the index of inefficiency, detractors, or dissatisfaction, in many cases, is an attitude of unwillingness to establish improvement actions in processes that will surely result in increased customer loyalty and reduce their loss.
In a time when technology allows all customers, through their mobile phones with free applications like “call recorder,” to record all conversations they have with our customer service departments, the risk of falling into a corporate reputation crisis (which has cost us so much money and effort to build) through the virality of social media, due to poor customer service or processes that do not meet their expectations, forces organizations to be “listening” permanently to our customers, both those who indicate areas for improvement from satisfaction, and those who viscerally “insult” us because the inefficiency or the narrow frameworks of action of our customer service department have made them explode.
How do customers “verbalize” their dissatisfaction to our customer service departments? Through insults at their various levels of intensity.
At Optimum, we have developed a methodology and a scale that allows us to group the insults an organization receives by number, profile, and intensity, enabling us to clearly determine the levels of dissatisfaction we generate in our relationship with our clients.
The scale of insults we have defined at Optimum ranges from the first level, where the professionalism of the customer service department is questioned, to being called thieves, and reaching the upper extreme where customers invite us to have sex with animals.
Based on the analysis of the insults received by the company from customers, Optimum proposes a more or less intense or urgent action plan to be carried out.
If you want to know the level of insults your company receives, don’t hesitate to contact us: Optimum@optimumventas.es
| David Galve | General Director www.linkedin.com/in/davidgalve |  |
