Who fills your wallet?

In every customer chain, some individuals are vocal about their opinions, complaints, and demands. These loud customers can be overwhelming, dominating your company’s attention and compelling you to respond to their issues promptly. However, it’s essential to remember that their noise level doesn’t necessarily correlate with their business value or profitability.

In fact, the most common way to complain is not by writing a scathing review or taking to social media to vent. Instead, customers often vote with their feet, quietly walking away and taking their business elsewhere. These silent departures can be a powerful form of feedback, but are frequently just background noise, easily overlooked as your organization focuses on the more vocal customers.

The irony is that these quiet customers might be the ones spending the most, being the most loyal, and advocating for your business in subtle ways.

To capture and understand these customers’ needs, it’s crucial to go beyond just listening to vocal customers. You need to become proactive, seeking out your quiet and lost customers as well. Visiting them and conducting deep interviews to understand their problems, needs, and resource concerns. One effective way to do this is to conduct a thorough Voice of the Customer (VOC) analysis.

By listening more to lost and quiet customers, your wallet is more likely to remain filled.

Per Lindstedt

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Your loudest customers fill the air, but your quietest fill your wallet.