Most companies think customer
complaints are a primary source of their ongoing headaches. It is the part of
the job that most people would rather do without. Who enjoys talking to upset
people anyway?
So what do complaints truly
represent? Complaints have a very different meaning depending upon whether
you are standing in your customer’s shoes or the company’s.
Customers do not enjoy getting upset.
They don’t enjoy waiting on hold for many minutes hearing a message about “how
their business is so important.”
Your customers are looking for
something more fundamental when they are calling to complain. They are trying
to rectify a conflict. They are usually looking for your help!
Complaints give you a second chance.
Your customers are giving you a rare, second opportunity to make things
right. How lucky are you?
In a funny kind of way, a customer who
complains is saying, ‘Help me stay with you and not defect – give me a reason
to believe in you one more time.’ These rare pleas should be embraced and
acted upon immediately. After all, the alternative is worse: those customers
who are upset and did not even bother to call you. Who knows what they are
thinking or saying?
When a customer calls to complain,
listen actively, and don’t interrupt! Interruptions will fuel an agitated
customer. If your customer has been inconvenienced, extend a sincere apology,
the operative word being sincere. We all know how we feel when someone
extends a half-hearted or insincere apology.
Make an action-based gesture. Even
the smallest gesture of this type can diffuse an upset customer. It’s
critical that you take responsibility and demonstrate that you own the
problem. Depending upon the situation, it can be something as simple as
making an adjustment to the customer’s account or sending a small token of
apology (movie tickets, calling card with minutes, etc.)
Speed is critical in this process.
Your resolution must be presented immediately if possible and without layers
of management approval. This is how you turn a disgruntled customer into a
happy one. This also turns second chances into a loyalty-building activity.
Customers always have a choice – they
can call you, or not. And if they don’t call, their frustration doesn’t go
away. They may just put it “on hold” until something else happens – and then
they are even more upset. Or they can share their frustration and opinion of
your company with others, as in those conversations you are certain to be the
bad guy. Or in some situations, they can call your competition.
So be glad if they choose to call you
. . . at least you have a second chance. Second chances are few and far
between. Take these opportunities to help your customers when they really
need you. It will help you differentiate yourself from the rest of the pack!
They are great opportunities . . . so don’t overlook them.
Measure-X
888.644.5499
www.measure-x.com
The Customer Service and Sales Experts for the utility
industry!
