Here’s a simple way to analyze the customer base in your own company and identify how likely it is they will “spread the word” you with others. Do an honest assessment and see where your customers would fit into each of the profiles. I have also included some “Repair” tips and some “Goals” for you to shoot for in each category. Where do YOUR customers fit?
VERY UNHAPPY CUSTOMERS – this is easy…but dangerous…they will never give you a recommendation or offer up a referral to anyone but are more than happy to go out of their way to blast you “proactively” to others because you have become “top of mind Negative” to them. They will “spread the word” but not in a good way…and they are relentless about it for a long time…this situation has a “long tail” associated with it. Requires immediate repair. Goal…NONE of these.
UNHAPPY CUSTOMERS – they will never give you recommendation or a referral and generally aren’t as vocal about being unhappy…unless they are asked. These are the silent killers to a brand and organization. You know they are out there but they don’t surface easily where you can try to repair the situation. These “spread the word” only when asked…but also have a long tail because you generally don’t know about them and they just sit out there for a very long time. These require immediate repair as well…when you can find them…keep an eye open for them. Goal…5% or less.
SATISFIED CUSTOMERS – these might give you a recommendation or referral when asked, but it will be luke warm and unimpressive to the person. It is going to generally do nothing to enhance your position and generally has caveats or conditions associated with their response…such as, “they were OK to deal with but I think I could find a better price if I looked.” This group doesn’t “spread the word” either and even if they talk, it pretty much dies right then. There should be a major focus to move into the next group of “Happy Customers” since these do minimal, if anything, for you overall. This requires an immediate plan of how to move them forward. Goal…reduce down to 10%.
HAPPY CUSTOMERS – this is a group that is very positive and vocal…but only when asked. If you ask them for a referral or recommendation, they are happy to give one and it is usually quite glowing overall, but you have to ask. They aren’t “proactive” in offering up recommendations. This group will certainly “spread the word” when prompted to one or more people. So on social networks, if you ask them they will gladly share or if they see someone else talking about you, they will be happy to jump in at that time. The repair work is to identify those that can become your “Advocates” and move them and to do everything you can to keep them from moving down to “Satisfied.” Goal…50% of your customers.
ADVOCATES (Vocal Happy Customers) – this is the group you would ideally want every customer to be in…not realistic but a great goal. Not only are they very happy with you but “proactively” go out of their way to tell others about you. They don’t need to be asked, they volunteer it. But when asked, they are very high energy to tell them about you. Only repair here is to get more of them any way you can…and set up the right social channels so they can have a place to share their great stories and experiences. Goal…100%…realistic goal…start with 25% and grow as fast as possible.
