The Cost of Losing A Customer … $10?

What is the true cost of losing a customer?

Recently Jen, my significant other and I were attempting to reschedule dental appointments for our kids at Southwest Dental Group here in Ahwatukee, AZ.

We were brand new clients and had just started going there the previous week (they don’t do a cleaning the first time you go there, they just tell you what they think you might possibly need and then you come back a second time for the actual work – can you say inconvenient?).

While attempting to reschedule, we were informed by Cherish the “Office Manager” that there would be a fee to reschedule the appointment? Seriously … to reschedule??? We explained our situation, but to no avail.

When I asked to speak to the owner of the practice we were told in so many words … NO! Cherish told me talking to the owner was not going to help as she reminded me that SHE alone could choose to waive or not waive the $10 fee … yes … $10 fee.

Why am I telling you this? Because sometimes in the busy-ness of business we lose sight of what really matters … the customer!

7 Things You Must Never Forget About Your Customers …

1. Be careful who interfaces with your customers and how they do it … they will make or break your business.
2. Make sure your everyone one of your people understands the cost of acquiring and retaining a customer, even the person who cleans your office!
3. When dealing with a dissatisfied customer don’t attempt to make yourself right by making the customer wrong … you may win the battle and lose the war! The battle – you’re right and collect $10. The war – you lose thousands of dollars worth of revenue  and damage your brand!
4. Some customers are not worth keeping, that said, you typically don’t know that BEFORE you have them as a client.
5. If you think repeating and then re-repeating your policy to a customer who is frustrated is helping the situation and then say “I completely understand” … you should find another occupation … customer service isn’t your bag!
6. If you find yourself in a predicament with a client over the phone … PAUSE … take their information and tell them you will see what you can do and call them back .. it will give you time to rethink your position and see things differently.
7. Always, Always, Always, remember that dissatisfied customers will tell people about a bad experience and the internet has dramatically increased the velocity and reach of those stories … and not in your favor!

The old saying was … a dissatisfied customer will tell 10 people about their bad experience and they will tell 10 people who will yadda, yadda, yadda …

The new saying is … a dissatisfied customer will blog, post, or tweet, about their bad (or good) experience and will reach at least 500 customers who will yadda, yadda, yadda … you get the picture (SOUTHWEST DENTAL GROUP REVIEWS)

The Rest of The Story …

We cancelled, we will pay the $10 fee and …  we will never go back!

We scheduled with Dr. Ron Walker at Gentle Touch Family Dental with Kelly his office manager (480) 706-6165 who was actually concerned about us as people and worked amazingly hard to get the kids in this week before school starts! Yes one visit and done! They are absolutely amazing and we highly recommend them!

So what is the cost of losing a customer?

In my mind … priceless!