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7 simple steps to help you resolve complaints and delight your customers
I've recently been working with a small business close to where
I live. It's an accountancy practice. It's a great little
business. Super people, working very hard and really trying hard
for their customers. However, every once in a while they get a
customer complaint. And, when they do, I see some interesting
things start to happen.
Firstly, they are hurt. Because they are working very hard and
really trying hard for their customers they feel hurt. Criticism
is always difficult to accept no matter how positive you try to
be. And the harder that you are working to please the customer,
the deeper the criticism cuts.
Secondly, they try to prove that the customer is wrong. Probably
every business in the world goes through this same sort of
problem. And it would be easy to say that the customer is wrong,
that the customer didn't understand, or that the customer didn't
do what we told him or her.
So this is how I've helped the people in this business to
approach these situations:-
1. Wear the customer's shoes. Very few customers are going to
complain unless they've got a real problem. So when a customer
does take the time and trouble to let you know that you've got a
problem don't reject them.
Get behind the problem. Look at the problem from their point of
view. How did this arise? What were they expecting? How did the
reality match up to their expectations? Whatever they perceive,
is their reality.
2. The best feedback we can get comes in the form of complaints.
It would be nice if every single customer told us what a great
job we were doing but it wouldn't help us to improve our
service. Complaints tell us how we could do it better.
3. If one person says it, then there may be ten others who are
also suffering but don't like to complain. So when resolving one
customer's problem, look to see if there are other customers who
might also be affected. If you can solve things for them before
they complain you earn huge loyalty.
4. Managing perceptions is all about letting the customers know
what to expect.
Most situations can usually be presented in a very positive way
that saves the customer from any future disappointment.
Accountants have a reputation for being very formal and maybe a
bit stuffy. This firm realised that people might feel
apprehensive about coming to see an accountant for the first
time. So they advertised the fact that this was a friendly place
to visit. They even went so far as to tell customers that they'd
banned pin-stripe suits!
5. Sometimes the people in this accountancy business will say
things like, "But
I told the customer that they needed to put
some money aside for their tax", or "We did write and explain
that this was going to happen".
What this tells me is that despite some good efforts, they're
still not communicating properly with their customers. Many
people feel that communication is all about sending out messages
- writing a letter, sending an email, leaving a message on the
ansaphone. But this is not communication!
Communication only happens when the same message that is sent,
is received and correctly understood. If customers do not
understand the communication then the communication needs to be
improved. And there are lots of ways of doing this.
Make sure that the communication is received and understood.
Emphasise what's important and what is just for information. Use
simple language. Don't try to communicate too much at one time.
Ask your customer questions to make certain that they
understand. Use reminders for important dates. Use combinations
of telephone, letter and email.
If the customer doesn't understand your communication, it can
only be your fault.
6. Listen and act appropriately. Often a customer simply wants
to make their problem known. They're not looking for
compensation. They just want to make you aware.
Always listen. Let the customer know that you're listening. Ask
questions and make some notes. Take it seriously - this is not a
good time to smile or laugh! Try to find out what the customer
would like done. Often a simple apology is enough. Sometimes,
more action is needed.
Having a complaints system is a great way of demonstrating to
customers that their complaints are important. A special form is
really helpful to everyone.
Thank them for taking the trouble to let you know. Let them know
what you intend to do. And follow through on your promise. Try
to report back to the customer even if it's not absolutely
necessary. A customer will really appreciate the fact that you
have done something.
7. Dazzle and delight your customer. Use this as an opportunity
to really make a really lasting impression. Most customers are
much more loyal if they've had a complaint resolved to their
satisfaction than they ever were before the problem arose.
About the author:
Derek Williams is creator of The WOW! Awards™ an International
Professional Speaker and Chief Executive for the Society of
Consumer Affairs Professionals in Europe.
For more information about Derek Williams visit www.MrWow.co.uk.
For The WOW! Awards (including access to a FREE customer service
newsletter) visit www.TheWowAwards.com
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