Keeping Customers In a Short Attention Economy

Facebook, addiction, Internet Addiction Disorder, attention span, case study
“Attention span of a goldfish” just became a compliment…

Customer attention spans are becoming shorter and and more thinly spread as each new gadget, network and mobile device hits the market. You cannot simply hope that a customer will get over a bad experience and continue doing business with you because it’s too much hassle to search out other options. It’s so easy now for people to find your competitors’ presence online and seek them out, quickly forgetting that you ever existed. Let’s be honest, they can and will do it from their mobile device, while they’re still inside your business. If you’re especially unlucky, they’ll leave you with the parting gift of an awful online review. I’ve discussed tips on diffusing that kind of situation here.

The answer is moderately simple, but is never easy. There’s an age-old remedy to keeping your customers’ attention, maintaining their loyalty, and adding value to your product or service. Two words: Customer Service.

As social media ROI is becoming more evident (thus getting more SMBs to begrudgingly establish an online presence) it’s even MORE important to maintain focus on face-to-face customer service. As potential customers find you online and give your business a try, you’ll need to make sure their experiences keep them coming back. If the service isn’t there, all your digital efforts are for naught. So very often, in the reviews that I work on for clients, I’ve seen people say something to the effect of “the food/product/work wasn’t that great, but the service was fantastic. That’s the only reason I’d give this place another try.” I also often see, “The food/product/work was great, but I can find that somewhere else. It’s not worth putting up with the awful service I received.” Rarely do I see people state that they’d come back because the product is so good, even though they felt mistreated or received poor service. We intrinsically hold high value on how we’re treated at a business, even though the product is likely what brought us there in the first place.

If your business is providing fantastic customer service, this gives you a bartering tool with an unhappy customer, and may help you keep them from never returning. You can try to fix the product that they didn’t like. You can ensure them that it will be better next time, and they may take your word for it. It will likely be a lot tougher to convince someone that they’ll receive better service next time. Poor service really sticks with people.

A great product can bring people through your front door, but great service is what’s going to keep them there and create loyalty. It even adds an intangible value to your product. It’s important. If you can’t provide great service to your customers, hire someone to do it for you. It’s worth every bit you invest into it.

Do you have any customer service success stories, on either side of the experience? Have you experienced a missed opportunity by a business that led to you seek out their competitor(s)?

Let me know below with your comments.

Thanks for reading. Now go get your social on!

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Author: robzie

I am a marketing professional with a specific interest in creating connections through social media and digital marketing. Confessed coffee addict, social media nerd, and office supplies junkie. Feel free to contact me and start up a conversation!

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