I was really excited to read this latest post over at Make Marketing History, where author John Dodds answers the question, "Why do so many companies treat potential users so much better than existing users?"
Because let's not forget, he says, that word of mouth marketing goes both ways—customers who were treated poorly during their interactions with you are just as apt to spread that message as they are to share the positive experiences.
Maybe the reasoning is connected to what I see as the totally misguided belief that once you hook a customer (and this also erroneously is assumed to mean a young one), then their loyalty is assured. Companies know it is cheaper to keep a customer than to capture a new one, so the financial logic of chasing new prospects rather than growing more profitable existing ones must surely be predicated on some such falsehood.
I'm particularly interested in Dodds' post because I had a rather off-putting experience at a 24-hour Denver diner this weekend that aptly illustrates his point.
To make a long ordeal short, my friends and I received poor service at said diner (exceeding one hour without apology or appeasing) and when our food finally did arrive, it was severely overcooked. We got our bill to find that no discount had been given to compensate for the unsatisfactory circumstances.
I took the ticket up to the counter to negotiate.
"I'm really sorry," I said, "but we waited for over an hour for our food and it was pretty overcooked. Is there anyway you can give us a discount, maybe 20 percent, to compensate for this?"
The cashier, who also happened to be our waitress, was terribly rude and explained that I would experience a lengthy wait at any diner at this hour.
Overlooking the fact that it was after 3AM and the place was half empty, I conceded her point, but reminded her that the food really wasn't good. I got nothing but rudeness in return and made an executive decision to leave her a pretty minimal tip.
On the way out the door, the waitress verbally berated us from behind the counter.
Wow. Way to kick a girl when she's down. And the thing is, not only did she permanently lose four patrons but we've been sharing the diner story with just about everyone we know. I'm talking the name of the establishment, the address, the whole nine.
Why am I sharing the diner story with you all?
To illustrate Dodd's point that exiting customers are not docile. And while it's true that today's consumers are shopping their insurance more than ever—and that more of your clients may go with the cheaper rate offered by your competitor—it's important to remember that leaving a bad taste in an ex-client's mouth will cause them to "notice, talk and walk."
So be gracious, be kind and be thankful to departing clients. And you never know, the next time the shop, they just might be back to see you.