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Customer complaints
offer opportunities to make customers feel important, to feel indebted to
you and to validate your integrity, according to David Allen Yoho, a
Louisville, Kentucky-based speaker and trainer. They can strengthen
your relationship. The result of a complaint can be positive even when
you've told them "no." The customer might actually be glad they had the
problem because of how you responded.
Although complaints are born from a variety of
reasons and are communicated with a huge variance in tone and intensity, a
complaint is always a request. Your challenge is to identify what the
individual wants (the request) without being distracted by their behavior.
The challenge is: upset people rarely express themselves well.
Customers can be rude, profane, mean, deceitful, racist or
sexist. Sometimes, it seems that punishing you is more important than
resolving the problem. It's easy to respond with righteous indignation,
but you'll only make the problem worse. Anyone can serve reasonable
customers; only those with exceptional customer focus, masterful skills
and self-control can serve unreasonable customers.
Although
it's unpleasant to hear people vent, listening actively without judgment
will enhance your credibility and drain their venom. The worst mistake you
can make at this point is to fuel their emotion by interrupting, giving
advice or debating. Telling them to calm down can have the same effect as
feeding them a grenade. Reacting in kind to anger, hurtful judgments or
foul language only intensifies their wrath.
Here are some
key initiatives that will diffuse their unhappiness, identify the right
course, promote understanding and help you exceed their expectations.
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Consider their
complaint a favor. Research proves that most people don't notify you
when they're unhappy. Thank them for taking the time to let you know
about their dissatisfaction.
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Apologize for any
inconvenience or offense. A humble attitude will usually disarm them and
earn their respect.
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Express your intent to
resolve the issue in a timely manner. When the customer continues to
vent, affirm them and reinforce your intent. Example: "You have every
right to be angry, and I'm happy to listen to whatever you have to say.
With your permission, I'd like to get started fixing this
mess."
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If you weren't the
individual who caused the complaint, assume responsibility anyway.
Assessing blame won't make them feel better or make you look better. Be
the company. Place your ego behind the customer's
welfare.
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Too often, companies
attempt to buy the customer's affection with gifts or refunds. That may
not alleviate the customer's primary concern, and it could be an insult.
A sincere apology often means more to them than a gift. You might ask
them how they'd like to see the situation resolved. Interestingly, the
customer often asks for less than you're willing to offer. The intent
isn't to take advantage of them; it's to provide satisfaction based on
their values, not yours.
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You might want to offer
them more than one solution. This offers some ownership in the
resolution. When the customer requests something unreasonable or
unacceptable (now or at any time), avoid using "can't" or "won't." Do
advise them quickly and directly when you're not going to meet a
request. Examples: "I'd love to do that" or "I wish I could." Then,
offer one or more positive alternatives.
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Obtain a satisfaction
commitment to the solution before you take action. If you don't have the
authority to satisfy them or if you need more information before you can
decide what to do, advise them of your process along with the
timeline.
Here's where most service
disintegrates. It's up to you to ensure the issue's been resolved. You own
the problem even if you've passed it on. Remember, unless you're
perfect, your organization will make mistakes. How you handle them exposes
your abilities and intent - for better or worse.
-- PMQ
--
Jeff and Marc Slutsky are co-authors
of five books including StreetFighting. They are executives of StreetFighter
Marketing in Columbus, Ohio, which specializes in teaching how to
promote, market and increase sales without spending a lot of money. Jeff and his
brother, Marc, have a variety of audio and video tapes. For further information
contact Jeff or Marc at: 800 (SLUTSKY) 758-8759 • 614-337-2233 fax 467 Waterbury
Court
• Columbus, OH 43230
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