success - Turbo Coach, achieve breakthroughs - Brian Tracy

Get Referrals
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with a question or concern, respond quickly. This will reinforce
in his mind that you are committed to his complete
satisfaction with your product.
Your total commitment to customer service is absolutely
essential in creating customer satisfaction and customer loyalty.
This is the first step in the process of establishing repeat
business and the foundation upon which to build a powerful
referral system.
The Power of Word of Mouth
One of the most powerful determinants of the future success
of your business is the little understood phenomenon of
word-of-mouth communication. In his book, The World’s
Best Known Marketing Secret, Ivan R. Misner refers to this
as the ‘‘W-O-M Factor.’’
Earlier, we noted that fully 90 percent of dissatisfied customers
will not do business again with the company that fails
to meet their expectations. The same study also concluded
that, on average, each dissatisfied customer will share his dissatisfaction
with at least nine other people. A similar study
conducted by an independent market research firm found
that each of these nine people is likely to tell five other people.
What this means is that the dissatisfaction of just one
disgruntled customer ends up poisoning the minds of fortyfive
other people.
What company can afford such adverse publicity? Yet,
without a well-thought-out customer service program—and
a relentless commitment to its application—there is good
chance that this will be exactly what occurs.