Knowing customers is an essential part of any business, helping to drive business success and growth. Although there are many types of customers, it is not impossible to learn to dialogue with them and knowing how to differentiate them will help you better interact with each category or type.
It may seem strange to you, but there are clients that can harm your business. Recognizing them in time will allow you to improve your relationship with them and will also make it easier for you to keep moving forward and achieve your business goals. In this case, when we talk about dangerous clients we mean silent clients.
The causes by which customer relationships can be affected are many and to improve them it is necessary to know your customers. In the case of a silent customer, the danger is that his lack of communication does not necessarily mean that he is satisfied; it may not be, it just happens that it doesn’t say anything. This may be unfavorable for your brand, but in this article we will tell you how to deal with the situation before it gets out of hand.
What is a silent clientcurious?
Silent clients are those Customers who buy your products or services, but who do not participate at all with your brand. Therefore, you do not know what they think or what they need and sooner or later they abandon you.
Studies show that 96% of customers don’t complain and 91% just never come back. Customer complaints contain valuable information for brands, as they are an opportunity to improve and optimize their services. Without that information, it is difficult to know what you have to improve in terms of your product or service and the shopping experience.
Getting new customers is between 5 and 25 times more expensive than retaining existing ones. That is why it is important that you identify silent customers and act in a timely manner to improve the relationship with them and find out what they think of your brand. This way you will know if you are meeting their expectations or if there is something you can improve.
4 features of the silent client
Now that you know what a silent customer is, you may be wondering: how do I recognize a silent customer if they don’t say anything? It’s very simple: to identify a silent customer you can go to your database and analyze the loss of customers over a period to find out if there is any information that can give you a clue as to why they are disappearing. If you can’t find any traces, they are most likely silent clients.
To identify a silent customer, here are their most common traits:
Silent clients are those who are calm, do not speak much or rather do not speak; that is, they do not interact with your brand through any of your communication channels. You know they are there because they appear in your database, but you have never heard of them.
They are generally self-confident, so they set their own criteria and don’t care what other people think. Therefore, they store valuable information about your product.
3. They value their time
Silent customers value their time and therefore don’t waste it complaining by talking to a salesperson or participating in forums. This makes it difficult to know if the product or service they purchased was to their liking or not.
4. They disappear without a trace
Silent clients come to you out of nowhere and that’s how they leave; They may even have bought several times, but one day they disappear without leaving a trace.
6 tips to treat your silent customer and achieve delight
- Make questions.
- Offer tests or benefits.
- Provide honest solutions.
- Provide ongoing information.
- Generate surveys.
- Create personalized marketing strategies.
1. Ask questions
If you have identified a silent customer you can contact him again and ask him questions like “Is there anything I can help you with?” “What can I do for you?”. To ask these questions, consider the emotions of your customers as a way to measure the quality of your interactions. According to Ian Jacobs, principal analyst at Forrester, a major factor contributing to the stagnation of customer experience standards is lack of action around customer emotions. Therefore, you should not ignore these types of feelings.
2. Offer tests or benefits
It is important that you see silent customers as an opportunity to improve your business in all aspects. Remember that honest comments from these types of customers are very valuable. Offering an incentive like a free product trial or benefits like discounts can help the silent customer respond and regain their attention.
3. Provide honest solutions
Remember that silent customers have their own criteria so it will not be easy to convince them with general sales tactics. You must be very precise with the information you share with them and above all provide honest and reliable solutions. If you can get a silent customer to respond, listen to their needs and provide an honest solution; Admit if you’ve made a mistake, assure the customer that it won’t happen again (and keep this promise).
4. Provide ongoing information
Retaining silent customers is not easy, so it is important that you maintain a relationship that is beneficial for both your business and him. Let him know what is important to you and keep him informed about updates to your products or services, new openings or special promotions. Give him exclusive information about the operation of your company. This will help them trust your brand.
5. Generate surveys
To get a silent customer to answer a survey, get them to participate anonymously and as quickly as possible. That way you will not have to complicate filling out long forms and providing personal information that may make you uncomfortable.
6. Create personalized marketing strategies
Once you have identified your silent customers, it is easier to generate personalized marketing strategies that are specifically directed to them. You can send emails that arouse their curiosity to interact with your brand, exclusive content such as tutorials to use your product or electronic books that are related to your brand. You can even create a social media remarketing campaign that only shows to your silent customers.
As you can see, silent customers need a careful communication strategy, but the effort is worth it because many times they are the key to acquiring valuable information about your products and services. Identify them and treat them in the right way, it can help you optimize your processes and improve the shopping experience at all levels for your company.