Study: Customers will return if problems are solved

A recent report from the National Association of Retail Marketing Services shows that ten customers are lost for every one complaining customer. That means many more consumers are experiencing problems than are reporting them. The good news? The report also shows that fixing the problem in a timely manner results in 95% of the lost customers returning to the fold.

So, the question is how do brands and retailers listen to the public without intruding on the community?

The first step is to ask consumers about their experiences, not just with the product but from the beginning of their in-store or online purchase. Offer a survey and ask them what was good, bad or ugly. This will give an indicator of where attention needs to be spent.

Second, give the buyer an easy outlet to 'talk' - either through message board, email or phone conversations - with a customer service agent to resolve the issue.

Third, monitor the social space. There is a lot of talk about the validity and usefulness of social marketing efforts. Having staff who listen to social conversations - and contribute to those conversations if necessary - is not a waste of time. The growing number of consumers who are sharing information through socnets warrants marketers' attention on the space. By knowing what is said, both negative and positive, marketers are more in control of brands' reputation.

Tags: customer satisfaction, customer service, ecommerce, NARMS, social marketing