The Customer EYES Audit
Facts:
- Customers who leave a business are more likely to leave because of poor service than for any other reason. As many as 40 percent of consumers stop shopping at a business because of service, yet only 8 percent leave because of price.
- One of every 27 unhappy customers will actually complain, they just won’t return.
- Unhappy customers are likely tell about 20 people about their bad experiences; yet, happy customers will tell four people about their good experiences. This means you could lose as many as 20 current or potential customers for every one bad experience.
- It may cost 5 to 15 times more to get a new customer than to keep an existing one.
- Keeping 5 percent of your current customers who may have switched to a competitor may mean an increase in profits of 25 to 40 percent!
These facts mean that merely having ‘good’ service isn’t enough anymore. Creating an excellent customer experience with your business is critical to having loyal customers that drive profits. This is even more important in today’s internet-capable society where patients can now have virtual doctors’ visits, conduct banking transactions online or order fresh, organic food for same day home delivery.
We can help.
Through customer surveys or through trained mystery shoppers, our marketing experts can review and evaluate the customer experience at your business through the EYES of customers and make actionable recommendations that designed to improve your bottom line. These EYES services include:
- Environmental evaluation – We evaluate the ambient and physical elements of your business, as well as the social, natural and surrounding environments of your business that may affect the customer experience and customer loyalty.
- Your employee service evaluation – We examine the service quality delivered by your employees from the customer perspective to help find problem areas in need of improvement;
- Experience process evaluation – We evaluate the process or steps that customers go through when interacting with your business, online, on the phone or in-person.
- Surveys of customers - A survey of current customer experiences will be conducted in addition to all evaluations provided in the Professional Option. The survey will be developed based on specific needs of the business and will help to identify such issues as how satisfied customers are with all aspects of your business, how loyal they are to your business—or to competitors—or why they no longer patronize your business.
Our faculty experts can also provide in-depth, research-driven marketing strategies with actionable recommendations through our added consultation program. These analytical services include:
- Marketing orientation assessment → An analysis of the overall organization, both online and in-person, as seen from the customer point of view; this analysis will include an evaluation of the product/service offering, brand positioning, differentiation, and marketing communications;
- Customer orientation assessment → An analysis of observed customer needs fulfilled by the organization and how such needs are accommodated and communicated by the organization to customers with a particular emphasis on the employee - customer relationship
- Follow-through and consultations → A services marketing faculty member will work with you to implement recommendations.
All plans are customizable and option prices are determined based on time and effort involved.
For more information, contact the Business and Tourism Research Center direct at arjun.singh@utrgv.edu or call (956) 665-5021.