we believe it takes an inspiring story to make people buy
Detractors are defined as respondents rating their likelihood to recommend your business as 6 or less. It may not seem like a big deal.
Look at it this way…
Moral of the story – Detractors should be your priority customers.
Before we begin work on any business our job is the listen to the existing stories about them in the community. We believe if your aim is to enhance customer experience you must start with ensuring you are not delivering a bad experience and then work upwards.
It is never a one time game. One cannot eradicate possibilities. Avoiding negative experiences is a contant effort.
While most weekly operations meetings are about what can we do to enhance customer experience (gaining promoters), who is keeping an eye on avoiding detractors?
Detractors are always managed. We do not take precautionary measures to avoid detractors.
Let me narrate a recent experience with the australian coffee chain Gloria Jeans which has its stores all across India.
A child I was with was bitten by a stray dog outside Gloria Jeans in Juhu on the 23rd of May 2013. The 4 year old child had to take 5 painful rabbies shots.
The staff stepped in after the incident to inform us that the same dog had bitten 10 more people including 1 of their own. What ridiculous behaviour is that?
While during the 45minutes that we were at the cafe they had enough reasons to warn us:
1) when the children were giving all the attention to that dog from inside the cafe
2) when I walked up to the counter to check if they were feeding that dog, just to discourage the girl with me from wanting to feed the dog
3) when we did go ahead and feed a chicken sandwich to the dog
I fail to understand what the staff was waiting for before they warned us?
I wrote on their social networking website and the comment was promptly deleted. Then I decided to become a real detractor and wrote to the CEO in Australia. Some damage control was done. But to state my point this is the classic example of no one keeping an eye on avoiding detractors.
Its like your stock. Is someone constantly managing the dips? Then why aren’t you managing the guy who ultimately decides if you live or die?
Detractors are your priority customers.