A new study conducted by Woodbury University showed that while over 60% of businesses they surveyed were using the Internet to promote their business, over 25% of these businesses did not monitor customer satisfaction. The study also found that half (about 50%) did not monitor online reviews of their business.
The most interesting find for me from this study was that only about 75% of the businesses surveyed reported that they felt good reviews were important to their business. Yet, in a survey of 1,500 consumers who were asked how they would select a business to do home remodeling, 35% reported that the relied on online reviews.
I am baffled by the 25% of businesses that thought consumer reviews were not important to their business. However, I recently ran into this issue in looking for a printer for the Third Edition of my book, Your Guide to Marketing Books in the Christian Marketplace.
To get quotes to compare printing costs, I went online and submitted a request for a quote on five different printing companies’ websites. These are printing companies who I am familiar with due to their current or previous Partner Membership with Christian Small Publishers Association (CSPA). I had even used two of the printers that I requested a quote from to previously print a book.
Of the five requests I submitted via these printers’ websites, I only received two quotes. The two printing companies I had used previously to print a book did not even respond to my request for a quote.
I was quite surprised. The only reason I can come up with is that these printers just don’t need any business. Yet, if that is the case, why would they place a “request a quote” on their website? One thing is sure, these printers certainly are not placing a high importance on customer satisfaction.
Fortunately, I did find a printer to print the Third Edition of Your Guide to Marketing Books in the Christian Marketplace, and the book is now available for sale for $25.99 (with free shipping) if you order via www.marketingchristianbooks.com.
How about you? Are you providing good customer service? Do you respond promptly to emails, phone calls, and notifications on your social media sites? Bad customer service will drive readers away, while good customer service will ensure that you have readers for your books for years to come.