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3 reasons why you
should embrace
(negative) customer
feedback
@canhoto
www.anacanhoto.com
© Ana Isabel Canhoto 2015
My name is Ana Canhoto.
I am a marketing
academic, teaching and
researching the role of
digital technology and
digital inf...
You wish customers had only good things to
say about your company.
© Ana Isabel Canhoto 2015
You wish customers had only good things to
say about your company.
But, instead, you only seem to hear from
the disgruntle...
You wish customers had only good things to
say about your company.
But, instead, you only seem to hear from
the disgruntle...
You wish customers had only good things to
say about your company.
But, instead, you only seem to hear from
the disgruntle...
You wish customers had only good things to
say about your company.
But, instead, you only seem to hear from
the disgruntle...
You wish customers had only good things to
say about your company.
But, instead, you only seem to hear from
the disgruntle...
So… You have been thinking: What’s
the point?
© Ana Isabel Canhoto 2015
So… You have been thinking: What’s
the point?
I don’t blame you. It is human to
dislike criticism.
© Ana Isabel Canhoto 20...
So… You have been thinking: What’s
the point?
I don’t blame you. It is human to
dislike criticism.
But…
© Ana Isabel Canho...
I am going to show you 3
reasons why you should embrace
customer feedback.
© Ana Isabel Canhoto 2015
I am going to show you 3
reasons why you should embrace
customer feedback.
Yes, even negative feedback.
© Ana Isabel Canho...
READY?
© Ana Isabel Canhoto 2015
INSIGHT
Problems happen.
© Ana Isabel Canhoto 2015
INSIGHT
Problems happen.
Sometimes it is not even a fault, but rather an
issue of unrealistic customer expectations.
© Ana...
INSIGHT
Problems happen.
Sometimes it is not even a fault, but rather an
issue of unrealistic customer expectations.
Whate...
Only a minority of unhappy customers
complain directly to firms. Most will simply
switch to another service provider, or s...
Not hearing from unhappy
customers may give you a
false sense of security.
© Ana Isabel Canhoto 2015
Not hearing from unhappy
customers may give you a
false sense of security.
Comfortable, maybe; but not
very helpful.
© Ana...
(Negative) customer feedback
gives you a chance to join the
conversation.
© Ana Isabel Canhoto 2015
(Negative) customer feedback
gives you a chance to join the
conversation.
It also gives you a….
© Ana Isabel Canhoto 2015
RECOVERY OPPORTUNITY
Once you hear that a customer is
unhappy, you can intervene.
You can:
© Ana Isabel Canhoto 2015
RECOVERY OPPORTUNITY
Once you hear that a customer is
unhappy, you can intervene.
You can:
- Apologise
© Ana Isabel Canhot...
RECOVERY OPPORTUNITY
Once you hear that a customer is
unhappy, you can intervene.
You can:
- Apologise
- Redress the situa...
RECOVERY OPPORTUNITY
Once you hear that a customer is
unhappy, you can intervene.
You can:
- Apologise
- Redress the situa...
You can improve
customer satisfaction.
© Ana Isabel Canhoto 2015
Research shows that
© Ana Isabel Canhoto 2015
Research shows that
the majority of dissatisfied
customers whose complaints
are handled in a timely and
effective manner
©...
Research shows that
the majority of dissatisfied
customers whose complaints
are handled in a timely and
effective manner
g...
And, that’s not all.
© Ana Isabel Canhoto 2015
Retained customers are more
profitable because:
© Ana Isabel Canhoto 2015
Retained customers are more
profitable because:
- they ask fewer questions
© Ana Isabel Canhoto 2015
Retained customers are more
profitable because:
- they ask fewer questions
- have more realistic expectations
© Ana Isabel...
Retained customers are more
profitable because:
- they ask fewer questions
- have more realistic expectations
- are more f...
Retained customers are more
profitable because:
- they ask fewer questions
- have more realistic expectations
- are more f...
And, now, the third reason.
© Ana Isabel Canhoto 2015
It is counter-intuitive.
But…
© Ana Isabel Canhoto 2015
No news, is not good
news
Negative comments may
actually increase your sales
© Ana Isabel Canhoto 2015
No news, is not good
news
Negative comments may
actually increase your sales
- For a mass product
© Ana Isabel Canhoto 2015
No news, is not good
news
Negative comments may
actually increase your sales
- For a mass product
- In the early stages of...
Why?
© Ana Isabel Canhoto 2015
Why?
Because, in a world where
consumers increasingly seek out
other customers’ reviews and
recommendations prior to
purch...
Why?
Because, in a world where
consumers increasingly seek out
other customers’ reviews and
recommendations prior to
purch...
Research shows that the positive
impact of wide product adoption
is amplified by the volume of
customer feedback
© Ana Isa...
Research shows that the positive
impact of wide product adoption
is amplified by the volume of
customer feedback
And it is...
Let’s recall what we
discussed.
© Ana Isabel Canhoto 2015
These are the 3 reasons why
you should embrace customer
feedback:
1. Gives you customer insight
2. Offers you an opportuni...
Want to know more?
Join the discussion at:
• www.anacanhoto.com
• @canhoto
© Ana Isabel Canhoto 2015
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3 reasons to embrace negative customer feedback

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3 reasons why you should embrace negative customer feedback - even when you did nothing wrong

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3 reasons to embrace negative customer feedback

  1. 1. 3 reasons why you should embrace (negative) customer feedback @canhoto www.anacanhoto.com © Ana Isabel Canhoto 2015
  2. 2. My name is Ana Canhoto. I am a marketing academic, teaching and researching the role of digital technology and digital information on customer management – for instance, to develop better customer insight, or to improve customer service. © Ana Isabel Canhoto 2015
  3. 3. You wish customers had only good things to say about your company. © Ana Isabel Canhoto 2015
  4. 4. You wish customers had only good things to say about your company. But, instead, you only seem to hear from the disgruntled customers. © Ana Isabel Canhoto 2015
  5. 5. You wish customers had only good things to say about your company. But, instead, you only seem to hear from the disgruntled customers. They talk about you on their social media updates. © Ana Isabel Canhoto 2015
  6. 6. You wish customers had only good things to say about your company. But, instead, you only seem to hear from the disgruntled customers. They talk about you on their social media updates. They write blog posts. © Ana Isabel Canhoto 2015
  7. 7. You wish customers had only good things to say about your company. But, instead, you only seem to hear from the disgruntled customers. They talk about you on their social media updates. They write blog posts. Some even make videos. © Ana Isabel Canhoto 2015
  8. 8. You wish customers had only good things to say about your company. But, instead, you only seem to hear from the disgruntled customers. They talk about you on their social media updates. They write blog posts. Some even make videos. And the worst part is that these comments will stay online, influencing future customers, long after the initial problem has been solved. © Ana Isabel Canhoto 2015
  9. 9. So… You have been thinking: What’s the point? © Ana Isabel Canhoto 2015
  10. 10. So… You have been thinking: What’s the point? I don’t blame you. It is human to dislike criticism. © Ana Isabel Canhoto 2015
  11. 11. So… You have been thinking: What’s the point? I don’t blame you. It is human to dislike criticism. But… © Ana Isabel Canhoto 2015
  12. 12. I am going to show you 3 reasons why you should embrace customer feedback. © Ana Isabel Canhoto 2015
  13. 13. I am going to show you 3 reasons why you should embrace customer feedback. Yes, even negative feedback. © Ana Isabel Canhoto 2015
  14. 14. READY? © Ana Isabel Canhoto 2015
  15. 15. INSIGHT Problems happen. © Ana Isabel Canhoto 2015
  16. 16. INSIGHT Problems happen. Sometimes it is not even a fault, but rather an issue of unrealistic customer expectations. © Ana Isabel Canhoto 2015
  17. 17. INSIGHT Problems happen. Sometimes it is not even a fault, but rather an issue of unrealistic customer expectations. Whatever, the case, wouldn’t you rather know what makes your customers unhappy? © Ana Isabel Canhoto 2015
  18. 18. Only a minority of unhappy customers complain directly to firms. Most will simply switch to another service provider, or share stories about their negative experiences with their social connections. © Ana Isabel Canhoto 2015
  19. 19. Not hearing from unhappy customers may give you a false sense of security. © Ana Isabel Canhoto 2015
  20. 20. Not hearing from unhappy customers may give you a false sense of security. Comfortable, maybe; but not very helpful. © Ana Isabel Canhoto 2015
  21. 21. (Negative) customer feedback gives you a chance to join the conversation. © Ana Isabel Canhoto 2015
  22. 22. (Negative) customer feedback gives you a chance to join the conversation. It also gives you a…. © Ana Isabel Canhoto 2015
  23. 23. RECOVERY OPPORTUNITY Once you hear that a customer is unhappy, you can intervene. You can: © Ana Isabel Canhoto 2015
  24. 24. RECOVERY OPPORTUNITY Once you hear that a customer is unhappy, you can intervene. You can: - Apologise © Ana Isabel Canhoto 2015
  25. 25. RECOVERY OPPORTUNITY Once you hear that a customer is unhappy, you can intervene. You can: - Apologise - Redress the situation, and © Ana Isabel Canhoto 2015
  26. 26. RECOVERY OPPORTUNITY Once you hear that a customer is unhappy, you can intervene. You can: - Apologise - Redress the situation, and - Solve the problem © Ana Isabel Canhoto 2015
  27. 27. You can improve customer satisfaction. © Ana Isabel Canhoto 2015
  28. 28. Research shows that © Ana Isabel Canhoto 2015
  29. 29. Research shows that the majority of dissatisfied customers whose complaints are handled in a timely and effective manner © Ana Isabel Canhoto 2015
  30. 30. Research shows that the majority of dissatisfied customers whose complaints are handled in a timely and effective manner go on to repurchase from the business. © Ana Isabel Canhoto 2015
  31. 31. And, that’s not all. © Ana Isabel Canhoto 2015
  32. 32. Retained customers are more profitable because: © Ana Isabel Canhoto 2015
  33. 33. Retained customers are more profitable because: - they ask fewer questions © Ana Isabel Canhoto 2015
  34. 34. Retained customers are more profitable because: - they ask fewer questions - have more realistic expectations © Ana Isabel Canhoto 2015
  35. 35. Retained customers are more profitable because: - they ask fewer questions - have more realistic expectations - are more familiar with the company, the employees and the products © Ana Isabel Canhoto 2015
  36. 36. Retained customers are more profitable because: - they ask fewer questions - have more realistic expectations - are more familiar with the company, the employees and the products - and have lower price sensitivity than new customers © Ana Isabel Canhoto 2015
  37. 37. And, now, the third reason. © Ana Isabel Canhoto 2015
  38. 38. It is counter-intuitive. But… © Ana Isabel Canhoto 2015
  39. 39. No news, is not good news Negative comments may actually increase your sales © Ana Isabel Canhoto 2015
  40. 40. No news, is not good news Negative comments may actually increase your sales - For a mass product © Ana Isabel Canhoto 2015
  41. 41. No news, is not good news Negative comments may actually increase your sales - For a mass product - In the early stages of the product life cycle © Ana Isabel Canhoto 2015
  42. 42. Why? © Ana Isabel Canhoto 2015
  43. 43. Why? Because, in a world where consumers increasingly seek out other customers’ reviews and recommendations prior to purchase, © Ana Isabel Canhoto 2015
  44. 44. Why? Because, in a world where consumers increasingly seek out other customers’ reviews and recommendations prior to purchase, wide adoption provides social proof. © Ana Isabel Canhoto 2015
  45. 45. Research shows that the positive impact of wide product adoption is amplified by the volume of customer feedback © Ana Isabel Canhoto 2015
  46. 46. Research shows that the positive impact of wide product adoption is amplified by the volume of customer feedback And it is not affected by whether the messages are positive or negative © Ana Isabel Canhoto 2015
  47. 47. Let’s recall what we discussed. © Ana Isabel Canhoto 2015
  48. 48. These are the 3 reasons why you should embrace customer feedback: 1. Gives you customer insight 2. Offers you an opportunity for recovery 3. Provides social proof © Ana Isabel Canhoto 2015
  49. 49. Want to know more? Join the discussion at: • www.anacanhoto.com • @canhoto © Ana Isabel Canhoto 2015

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