Dissatisfaction Chain Reaction
Any one consumer is just one lead for one transaction, but their influence through social media can easily spread to countless potential customers, and a single well placed negative review can put your dealership at a disadvantage with any consumer that views your listings in the future.
The resulting reality is that a single dissatisfied customer can have a devastating impact on your future success, and negatively impact the return on investment from every other marketing dollar spent in the future, It’s the chain reaction of dissatisfaction that can magnify complaints into costly catastrophes.
With this frighteningly slippery slope in mind, the discipline and consideration with which every customer is treated and every complaint is addressed by representatives of your dealership is critical. Scarier still is that the issue is getting worse as frustrated consumers reach the limit of their tolerance for dismissive customer support.
The Wall Street Journal and Forrester recently reported that customer anger over poor customer service is growing
According to the WSJ study,” the percentage of consumers who have taken action to settle a score against a company through measures such as pestering or public shaming in person or online, tripled in 2020.”
The results echo findings from consulting firm Forrester last year suggesting that the quality of customer experience offered by consumer-facing brands and government agencies declined in the year through April 2022. Forrester said its research studies 96,211 U.S. consumers’ perceptions of 221 organizations.
The lesson to be learned is to treat every customer with as much care and consideration as possible, and prioritize damage control when a customer expresses dissatisfaction.
The proven psychology of such conflict is that it typically stems from a customer’s sense of injustice and their belief that they are being disrespected or treated unfairly by a soleless corporate entity and or dismissive customer service representative that doesn’t value them or their business.
Often, without caving to unreasonable demands, adept phone representatives can help placate customer rage before public retaliation is initiated simply by offering a human touch and a sincere apology that diffuses the situation and even re[-opens the possibility of working the customer towards a transaction,
At BDC United we have consistently proven to be effective at empowering our dealer clients with the ability to retain more customers and to deflect or minimize the negative impact of dissatisfied customers with the well trained human touch of its experienced representatives.
In fact, when executed with a skillful personal touch, BDC United has proven that the chain reaction can also be one of satisfaction, transforming dissatisfaction in to positive word of mouth advertising for our clients
Learn more about how BDC United can help improve your customer retention and protect your dealership from the dissatisfaction chain reaction that can result from the typically impersonal experience offered by inferior BDC solutions.