Today’s guest blogger is Clarity Patton Newhouse, author of “A Sunny Note,” insights for business and life, published each Friday morning at ASunnyNote.com and emailed to readers across America and beyond.
When was the last time you had fun conducting business somewhere or with someone? Hopefully it was quite recently! And chances are you’re more likely to do business again with the organization or individual who provided the positive experience. That’s according to the Retail Marketing Institute, whose study of customer retention reports that 70% of customers would go someplace else if it were “more fun” to do business elsewhere.
Fun is good – and good for business.
More specifically, fun is one of the keys to retaining customers. Sales and service expert Scott McKain addressed this topic in his recent Yes! Network seminar titled “All Business is Show Business: How to Consistently Create Outstanding Customer Experiences.” Scott said, “The ‘fun’ statistic doesn’t mean people want a standup comedian; it means they’re looking for something different, something exciting or enjoyable. In other words, customers want an experience.”
If instead of providing the experience customers want we just “satisfy” them, we risk a staggering loss of customer retention. According to a Xerox survey of repeat business, only 6% of “satisfied” customers returned. On the other hand, 66% of “highly” or “extremely” satisfied customers returned.
“What these stats show,” said Scott McCain, “is that trying to ‘satisfy’ customers is not setting the bar high enough. We have to raise the bar if we are going to get the repeat business that every company is after.”
Let’s have some fun – and a sunny day!
Clarity Patton is Quality and Business Development Manager for Metropolitan Lincoln Mercury in Garden City, Michigan, where the Metropolitan team is dedicated to providing the most convenient car shopping experience available anywhere along with the best customer service – before, during and after the sale. Contact Metropolitan Lincoln Mercury at 734-458-1929 or www.MetroMichigan.com.
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