Beware of the silent customer

February 5, 2018 | by Nadine Mnemoi

A customer that doesn’t complain, doesn’t mean she is a happy customer. Assuming that all your customers will let you know when they are not satisfy with your service, is a big mistake. Let’s talk about the Silent Customer.(I know, I know, this is an illustration blog, why am I talking about that? Well, I worked for many years in various customers service area, and few friends asked me what was a silent customer, I thought it would be nice to do an infoposter and share it ! )


No complains is good news? Think again

When dealing with an angry customer, you know you have different possibilities to make it right and saved the day. Even, if it may be a real nightmare,
Apologized, replace the service, offer a discount and the list goes on…
It’s hard work, unpleasant it can get really nasty, you always a tiny possibility to make it up.

A silent customer won’t give you any grief. You won’t have a hard time. But she can be deadly for your business with no possibility to amend for your mistake. She will put up as much as she can then leave and never comeback. That’s the best case scenario. The worst would be, she decided to leave a review online.  According to the NewVoiceMedia:

  •  34% of the customer who experiment bad customer service will take revenge by sharing a poor experience on social media.
  • 49% will recommend friends not to use the business.

You don’t get a second chance with a Silent Customer

Don’t mess it up. When you know that your service is not going to be on top, make sure to give a “extra” great customer service experience to every customer. The extra is not going to make her forget that the service isn’t exactly how it should be, but it would make it easier to forgive, to be indulgent. That little “extra”plus doesn’t necessarily mean give away a product for free. Be proactive, be clever and helpful, own your mistakes and act in consequence immediately. She will value the extra mile and may talk positively about how you handle thing despite the incident, customers know that things happen.

Imagine, you are manager of an hotel. One morning, the hot water doesn’t work, you are doing your best to fix up the problem and you put a little note in the lift.

You decide no to bring up the issue as long as the customer doesn’t say anything. Do you think it’s your lucky day if the guests don’t complain? Not talking about it nor doing anything, doesn’t make the problem disappear. The customer knows that there weren’t any hot water, because she wasn’t able to take her shower.That guest who is in hurry to catch the plane, also knows that she did not receive an apology for the inconvenience while she was checking out. (Okay, you left a the note in the , but she’s leaving, she doesn’t have to read that note).  Still, she has to pay full price, no compensation, no empathy. What do you think her opinion about your customer service would be?

Bad things happen, own it like a boss!

Do not expect your regular customer to stay loyal, if you are delivering a “meh” customer service.

It’s hard to get new customer but guess what? it’s even harder to see a lost regular shopper coming back…

Everyone can have a bad day, I worked for several years in different area of customer service, so I know how hard it can be to deal with customer when you have one of those day. But you should never cross the red line between “Everyone can have a bad day” and “I’m going to screw you just because” . You don’t want to smile and you are not in a chatty mood, it’s fine by me. You are a bit a ruthless , it’s not appreciated but it’s okay. Screw up with the service that I paid for,  if you don’t own it then we have a problem.*

  • 70% of buying experiences are based on how the shopper feels they are being treated. Source: Touch Agency
  • Over 1 million people view tweets about customer service every week. Roughly 80% of those tweets are negative or critical in nature. Source: Touch Agency
  • 24% of American adults have posted comments or reviews online about the product or services they buy.

Although your customers won’t love you if you give bad service, your competitors will.”– Kate Zabriskie



Opinion may vary according your country, your culture and your personality. For instance, my first shopping experiences in the States, kind of freak me out, some sales assistants were way too smiley, cheerful and beyond friendly…Did I say I was French? lol


This site uses Akismet to reduce spam. Learn how your comment data is processed.