The Support Strategist

Customer Experiences: The Good, the Bad, and the Ugly

Let’s start by considering the Ugly first - the worst customer response that you can imagine. In my mind that would be that each time your customer uses your product they are reminded of its - and your - shortcomings. This is even a more dire situation than if your product sits forgotten on the shelf - it is not what you wanted for all your effort, but at least it is not jeopardizing future business. But rest assured, if an Ugly customer is ever asked, they will certainly share their negative opinion (think social media comments and shopping reviews).

What about the Bad? I define this as when the customer never thinks about you or your product anymore. They just use it. No complaints. Alas, no recommendations either. Your reputation and future business is not compromised, but you missed an opportunity to make another sale.

That leaves the Good: Each time your customer uses your product, they congratulate themselves on their purchase decision. They will happily tell others about how smart they were, and you will benefit. The annuity power of referral selling is a wonderful thing, and less expensive than any other promotional activity you could choose.

Should every customer have an outstanding experience?

We have all had experiences with challenging customers - the ones where we may even regret taking the order. The problem is you may never know whether you are trading off a Good for an Ugly. So, yes, you should endeavor to make every customer’s experience the best it can be. One day a Good one will tell you that they initially were Ugly, and it will all be worth it.