Toys R Us was a company that, when they went out of business, the store looked exactly like it did when I was a kid. It had never changed. It was just products on a shelf. Whereas you compare it to something like the Lego Store where throngs of kids rush to the Lego Store because they know they can play with Legos and they can have an experience while they’re there.
Fast food giant McDonald’s recently announced the promotion of Manu Steijaert to the new role of executive vice president and global chief customer officer, leading a brand-new customer experience team. As a former employee who did not have a good experience there, I say: better late than never.
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.
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.