During the pandemic, I’ve helicopter myself above it in regards to the events industry. What I see is all good. The reason is because prior to the pandemic and for the past 20 years, I’ve been standing on a soapbox. I’ve been preaching to people the power of the event as a medium to deliver a message not unlike advertising, not unlike PR, but a marketing tool.
According to the CDC 26% of American adults live with a disability today. It’s a very significant portion of the marketplace that you may not be opening your business up to. accessiBe hopes to help all different kinds of businesses and people out there make themselves available to everyone.
The customers that complain do so because they care. They actually want to continue doing business with you. They want you to fix the problem. If they didn’t care, they would just leave. And so many customers do that. If you look at feedback as a gift, you will realize that these are customers that are trying to help you.
Why do we need to look at the Actions of the Customer (AOC)? When we see what people are actually doing, we can enhance the experience based on that.
I always heard that for every person that does call with a complaint, there’s at least 100 people that are having the same problem that don’t bother complaining. Now, while I’ve never confirmed that number, I can tell you anecdotally that it makes sense to me. It definitely makes sense because we have so many times where customers leave our business and never tell us why they’re leaving, because we never really opened ourselves up to hearing their feedback.
A recent headline in Newsweek grabbed my attention: “Worried Taco Truck Owner Calls His Best Customer After She Hasn’t Shown up for Months.” To be fair, they had me at “Taco Truck.”