So what’s customer off-boarding anyway?
Customer off-boarding is a process where a customer gets SLOWLY detached from a company, mostly as a result of disappointment and distrust. This process presents a great challenge as well as a tremendous opportunity for companies. Customers raise multiple red flags across different customer service channels during the off-boarding process, which can enable companies to turn a bad customer experience into a great one.
Where does social media come in?
With the rise of social media, customer off-boarding has become a greater challenge than ever before. Word-of-mouth has always been the most valuable and powerful marketing tool. And social media has enabled word-of-mouth to spread like wildfire within seconds across the entire world. Therefore, with the power of social media being virtually unlimited, customer off-boarding could make or break a company. Just recently, my wife and I spread the message “never use Spirit Airlines ever” to a thousand or so people, from our mobile devices, via social media, within seconds of a horrible customer experience. And now, you’re reading about it from this blog.
What is the cost of off-boarding?
I don’t know exactly, but I’m confident off-boarding will cost the company hundreds, if not thousands of times more than it would have cost to fix our problem in the first place. If Spirit Airlines would have done “a little bit more”, then our shared message would have been quite different. Had they turned the negative experience positive, we would have likely shared that as well. Customer off-boarding isn’t ideal, but it happens. It’s how the company responds that matters.
Human capital matters.
In my opinion, the key to all of this, at the end of the day, is human capital. You need employees that enjoy their job, believe in the company, and carry out its values DAILY. And, these employees need the tools to create positive moments out of negative customer experiences.
Related Post: A Little Bit More