Is one of your primary goals as a new business owner to “satisfy” your targeted customers? Well, if it is you are probably headed for disaster because as it turns out merely “satisfied customers” generally don’t come back to make repeat purchases. According to a Harvard Graduate School study “62% of supposedly “satisfied customers” do not repurchase from the same source” (Kick-Ass Business and Marketing Secrets: How to Blitz Competition, Bob Pritchard). So after all the hard work and funding you invested to acquire a group of targeted customers there is a high probability that over half of them will seek other sources of supply on future purchases. So, what are the primary reasons that “satisfied customers” seek other sources and what can you do about it?
As is the case with many situations within the business environment there is usually an 80 / 20 cause and effect relationship to consider. According to a Rockefeller Institute study the following are the primary reasons that customers switch sources of supply: 9% are attracted by competitors; 14% leave because they are dissatisfied; a whopping 68% of customers switch because they think the company they buy from doesn’t care about them. So, the most significant problem isn’t that companies supply poor products and services, it’s that they are at best indifferent about customer service. Think about it for a minute. If approximately 62 out of 100 customers switch sources of supply and 68% of those that switch do so because they think you don’t care about them, then that means 42 (62 x 68% = 42) out of 100 customers that you acquire might purchase from someone else next time. Can you afford to let that happen? Once you do the math of how much profitable growth the 42 out of 100 customers represent you might want to re-consider the type of relationship you have with your customers. Just think if you could retain even half of the 42 that might leave you.