Thursday, May 18, 2006
Listening to customers
“In J.D. Power and Associates’ new book, ‘SATISFACTION: How Every Great Company Listens to the Voice of the Customer,’ they’ve been able to directly link changes in customer satisfaction to changes in stock prices..."
I have long been astounded at the complete failure of almost every big company in existence to have an input line from their customers. You know, just an email link on their site for people who have something to tell the company, anything. And crucially, somebody to *answer* those emails!
Apparently it is not considered interesting what the customers have to say!
Or it is not considered cost-effective.
This is weird, because I am running a commercial web site with over 100.000 visitors every day. I encourage feedback, and I read and usually answer all emails. All by me little self. And it is not tough at all. At most an hour a day in total for the stuff that goes beyond strictly necessary customer support.
So can somebody explain to me how Microsoft or Apple Computer, each with billions of dollars in the bank, can't afford to hire a handful of people to answer emails from their customers, without whom the company would not exist?
The resulting boom in satisfaction and loyalty to the company would by far outstrip the expense.