I posted something before, about why John should keep his customers happy. It's most likely self evident. But just think, John probably has as customers his biggest supporters, the guys that went out on a limb for him and his ideas. They didn't do it for the actual pinball machine as much as for who was making the pinball machines. Also, only John's credibility was what enabled him to charge $17,000 for a pin. It's like people will spend $400K for a Rolls Royce but not for a Lexus. (but I digress)
Anyway, it's self evident that John may be alienating his real and only fans. You heard stories about how people in the industry think of him or why he'll never work for JJP or Stern.
But just think if John is pissing off his own true fans.
Anyway, I had seen an article about why you should keep your customers happy, but now I lost that. but here is something that highlights why I think John is burning his few bridges by his inability to communicate or to produce a product.
I am not saying that the product is not important first and foremost, but the way customers feel and what they are telling other people is almost as important. John has a captive audience for now, but future sales will be effected if he alienates his customers.
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The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% – Marketing Metrics.
For every customer complaint there are 26 other unhappy customers who have remained silent –Lee Resource.
96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back – 1Financial Training services.
A dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people. – White House Office of Consumer Affairs.
70% of buying experiences are based on how the customer feels they are being treated – McKinsey
Customers who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you again, compared to ‘only’ giving you a score of 4.8. – TeleFaction data research.
It takes 12 positive experiences to make up for one unresolved negative experience – “Understanding Customers” by Ruby Newell-Legner.
Socializing with your customers can build retention if you do it correctly. The key is to dial down the corporate presence and give your customers a voice and a forum to connect with other customers, and then let them build the traffic. As you build your Facebook fans and twitter followers, stay engaged with them and establish “alerts” to keep you constantly informed and able to immediately comment on whatever is being said (both good and bad) about your company.