IMPROVING CUSTOMER LOYALTY LESSON PLAN
Suggested Method of Instruction:
The teacher or facilitator could either read through the content of the lesson or could require the students to read it on their own. After going over the content, students should answer the questions on their own in writing. When they are finished, the answers can be discussed aloud or could be reviewed by the teacher or facilitator.
Students' responses to the questions should be graded based on their honest ability to reflect on what the question was asking. Older students will obviously have more complex responses than younger students. Responses should demonstrate that the students have given serious consideration to them.
Optional Follow-up Activity:
Students should prepare a survey. The survey should ask questions related to how customer complaints have been handled. For example, one question might be “Have you ever complained to a business about a service or product?” Once the students prepare the survey, they should ask at least 10 other people to complete it. Using the information they collect on the surveys, students should write up a 2-page report about the way local businesses handle customer complaints, including a paragraph about how the process could be handled better.
In the last lesson, we talked about how to handle customer complaints. That's important to know for two reasons. The first reason is that customer complaints is a fact-of-life in any type of business. You won't always perform perfectly nor can you please everyone all the time. It's just not possible.
The second reason is the focus of this lesson: customer complaints can actually improve customer loyalty. That means seem contradictory, but it's true and you'll learn how it happens and what part you play in generating that outcome.
Complaints = Customer Loyalty
Before I explain this connection, let me give you a couple of facts :
Fact #1: 91% of dissatisfied customers will never do business with that company again
Fact #2: Unhappy customers will share their dissatisfaction with between 8 to 16 people
Fact #3: Only 4% of dissatisfied customers will ever express their unhappiness to the company
When you put all three of these facts together, you see that you should be happy when a customer complains because it provides you with a chance to redeem yourself in their eyes AND to prevent your reputation from being ruined.
Lesson Printable Materials -
Print out the following pages for
use with this law intro lesson: