ICMI is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.


That one person who called equals 100 customers

If a customer takes the time to contact your business – whether to order, to complain, or to ask a question, take note of the nature of the communication. That right there is what we call valuable information or free market research. Just because you know the information or know where it is on the website doesn’t necessarily mean  the customer can easily find it. I used to tell the The Space Store employees: For every customer who calls, there may be another 99 customers who needed the same information or had the same problem but did not bother to call and went elsewhere. If the customer called about our hours, I made the information more prominent on the website. If a customer needed more information on a product, we added that info to the description. And so on. Remember, once a customer goes away, the customer rarely comes back.


More Resources