In business today,
experts have written a lot about the characteristics and qualities of
successful entrepreneurs. Unfortunately these qualities do not often translate
into customer satisfaction. There is no doubt that consumers are complex and
difficult to understand, however small business owners need to minimize the
rate of consumers' complaint. If consumers continue to complain about services
provided by small businesses, it will be difficult to get loyal customers.
When an
entrepreneur is operating in a large market, there is a tendency to disrespect
some consumers. Sometimes it may not be deliberate; unfortunately consumers
don’t wait for explanation before they react. In other cases, business owners
take advantage of the fact that there is always a market for their businesses
hence; they can afford to pay lip service to service quality and customer
relationship management because they believe that there will always be
customers. This type of attitude erodes consumer confidence in the long run.
Here is a
list of things that entrepreneurs do that offend consumers up to the point of
switching to competitors.
1. When trust is broken:
Customers do
business on trust. They believe in the ability and expertise of the
entrepreneur to provide the best advice as a basis for decision making. The
entrepreneur serves as a bridge through which consumers meet their needs.
Anything less, the consumers feel betrayed, angered and confidence is lost.
2. When you fail to meet their
expectations:
Sometimes,
in a bid to impress, small businesses can promise and fail to deliver.
Customers hate to be disappointed, and are angry with businesses that
consistently fail to meet their needs especially when you have made promises to
them.
3. Giving customers an unsatisfactory
response:
When you
fail in meeting customers’ need, your response to their questions can dissolve
any anger in them. It is bad to disappoint customers and at the same time fail
to justify your actions. Customers can forgive you when they know that the
situation was beyond you.
4. When you take customers for granted:
Business
exists because of consumers. The consumer wants to feel important and needed.
They don’t want to feel less important to others. They want to be respected,
listened to and attended to promptly.
5. When you care about the money than
customers’ welfare:
Satisfied
customers are likely to come back. Aim to meet their needs, and they will
happily give you the money. Consumers love businesses that gives them an
unforgettable experiences, and in most cases, they will be willing to pay for
such.
6. When there is no effort to catch up
with competitors:
Customers
don't like businesses that lag behind in innovation. No matter how much your
customers love you and your product; they want you to meet their current needs.
Consumers don’t like feeling inferior when they compare themselves with
customers from your competitors.
7. Customers hate entrepreneurs that argue
with them:
The customer
is king, and no king wants to engage in an argument with his subjects. Argue
with a customer even when they are wrong, and they will never come back to you
except your services are essential. As an entrepreneur, you should be an expert
in communication and conflict resolution. Be polite in resolving an issue with
a customer.
8. Not enough experience:
While
managing a small business that handles all forms of office documents, I had
problems with my customers because I lacked experience in handling public
documents. Although I had experience handling the internal documents of the
company where I worked earlier, that experience was inadequate for managing
public documents. I never knew until some customers became mad at me.
Customers
can be great when they are happy. They help you build your business and will
always recommend you to friends. However to keep that relationship always
positive, you need to identify what makes them angry, and avoid such as much as
possible.
