You just can’t please all
of the people all of the time. Do you deal efficiently and courteously with the fallout
and then transforming a dissatisfied customer into a satisfied
one?
Research shows that a customer whose complaint is satisfied will
actually use more of your service or product that he did before
the unhappy service incident.
KEEP YOUR COOL
Yes, you’re cross, you’ve been embarrassed in public.
It’s easy to take it out loudly on your employees (in front
of the customer to show how much you care and that it wasn’t
YOUR fault?). Don’t do it. You embarrass the customer, broadcast
your company's incompetence to the rest of the world and you appear
belligerent. Don’t try to explain or look for excuses, just
apologise and empathize.
LISTEN ACTIVELY AND VISIBLY
Listen carefully to all that the customer has to say. Let them
know through your body language - eye contact and facial expressions
- that you are taking his complaint seriously and that you plan
to do something about it.
DON’T ALLOW THE CUSTOMER TO WALK AWAY
After he has had his complaint heard, a customer may walk away
from the problem. He may say “it doesn’t matter”,
but he will hold a grudge - and tell others. Every business should
have some kind of a token to give away when things go wrong. Airlines
upgrade to first class, restaurants give away a free drink. As
well as finding a solution, find some extra way to say "I'm
sorry for your trouble."
FIND A SOLUTION THAT THE CUSTOMER THINKS IS FAIR
Don’t focus [yet] on what happened, or look for someone
to blame. Rather focus on the solution: Ask "What would you
like to see us do in this situation?" or "What do think
would be fair in this situation?". Get an idea of what the
customer is expecting you to do – it may be less than you
think.
WHAT IF YOU CAN’T AFFORD A “FAIR” SOLUTION
You may discover that while you cannot meet the demand, you are
quite able to satisfy the reasons that led to the demand. If you
can’t give him exactly what he wants, try to identify the
reasons your customer is upset and then answer those needs. If
he has been embarrassed by your error, offer to apologise to his
boss or his customers.
DON’T MAKE MISTAKES TWICE
Once the customer has left and tempers have cooled, ask whoever
is at fault for a written report of how the problem happened and
what suggestions they have to ensure it won’t happen again.
(A written report is punishment in itself to most people, and allows
the person to rationally outline the fault. Verbal reports are
usually emotional, defensive and unpleasant for both parties).
Anyone can make a mistake, what is important is how you handle
it.
For advice on sharpening up your strategic marketing, contact
info@intercomm.co.za
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