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Customer Service Sanity Check #306
Tune Out - How to Lose Customers
by Ray Strackbein
When I was a disk jockey for a radio station, I learned about tune out. Tune out is when a listener gets fed up with the radio station he is listening to and changes stations.
Tune out applies to far more than just radio stations; it applies to businesses as well.
When a business customer gets fed up, he will try the competition. When that business frustrates the customer enough, the customer will try yet another business. The customer will not return to the original business until he has tried all the competitors' businesses.
Tune out also applies to websites. If my website does not meet the needs of the reader, the reader will keep searching, visiting all of the other known websites.
A unique business may have few competitors, so customers may return quickly, if the competition is worse than the original business. The same goes for a local business -- there are very few competitors,
so customers return quickly. The Internet is vastly different because on the Internet, I am competing with millions of other websites throughout the world. People who tune out on the Internet may never
return.
In times of global competition, can your business or organization afford tune out?
What is the effect, then, of your best efforts to save money and increase efficiency by installing new technologies? Are those new technologies frustrating your best customers,
forcing them to tune you out and try your competition?
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Are your new technologies connecting you to your customers or are your technologies disconnecting you?
Copyright © Ray Strackbein
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