Business relies on customers to function and often times its customers who are the most active, loud, and engaged who get the attention of customer service. What about the silent customers who decline to speak up or show their feeling toward your business? These customers have the same potential buying power as the others and if neglected they will leave slowly draining the life out of your business. We know the customer is always right, they are right even when they don’t say a word.
Slowly bleeding to death is not a fun way to fail in business. Focusing all of your marketing, customer service, and promotional budgets on loud customers is not an uncommon practice because it seems logical to cater to customers who could potentially bring in new business or drag your brand through the mud. The majority of customers are not these loud personalities, in fact, most of your customers will quietly buy your products or simply leave without a trace. In order to stop the bleeding a few new practices are necessary.
First, create a policy directly targeting the quiet customers with surveys, exit interviews or interactive social media promotions with the focus on gaining valuable feedback on your customers feelings toward your business.
Next, find ways to reward your silent customers for their loyalty. Just because they don’t post on your blog or reach out to customer service at every small issue doesn’t mean they should be forgotten. Remember their business is just as valuable as the next and eventually your competitors will find a way to speak to them directly. Creating an incentive program for repeat customers is one idea to give a reward for loyalty without making customers come out of their comfort zone.
Lastly, you want to continue to reach out to them often by creating entertaining and useful content. This kind of content adds a new value to being your customer and will create a connection that goes beyond the surface. Try catering to the unheard customers and see how it effects your brand. Believe me, the loud customers will always be loud and will always get what they need so it won’t hurt to focus on everybody else for a change.