Prepare to roll out the red carpet today for complaining customers.
There’s an old saying: “Complaining is like sitting in a rocking chair. It gives you something to do, but you never get anywhere.” Well, I think this is how customers feel sometimes.
I’ll explain by sharing a personal experience.
One day after shopping for nearly an hour, I had an annoying experience at check-out time. Although my cart was full, I was ready to walk out of the store without those items. Instead, I opted to complain via one of the numerous feedback-suggestion boxes positioned around this retailer’s warehouse.
Granted, I resented the time it took to fill out the information card and, honestly, I didn’t think anyone would respond. Considering myself a reasonable person, I also figured if no one informed management about the problem, then nothing could be done to fix it.
A store manager did call me and he asked me to explain what happened. He then thanked me for my time and feedback and said the issue would be researched. The problem was resolved, and he followed up later to let me know.
This is all to say that a business today should shout from the rooftops: “Please complain here. We want feedback from our customers. We appreciate hearing your complaints because then we can do something about them, which will also help us to serve you better.” Then, prepare to give complaining customers the red-carpet treatment.
In other words, management must not only passionately plead for customer feedback, they must also DO something about the complaints. In short, management must lead and manage the customer-complaint process from beginning to end.
Customers can get a little cranky and some might believe that no one will do anything if they do complain. So, they end up thinking, “What’s the use?”
In fact, studies show that a majority of irked or disgruntled customers will simply walk away and not return to shop again. What’s more—studies also show that those fed-up customers might turn around and tell at least 12 other people about those bad experiences.
Here is how I see it, especially in these times. Before it’s too late, a business must develop a customer-centric culture. Basically such a culture is dedicated to creating a positive experience before, during and after the sale. Think ‘Walt Disney.’
Such a culture will be known not by platitudes, but by behaviors and actions. And those behaviors will reflect an attitude that customer complaints are opportunities to learn valued lessons and grow the business.
It’s important to keep in mind, as well, that it is not about who is right and who is wrong. It’s about turning complaints into positive customer experiences.
When businesses are serious about developing a more customer-centric culture, they are also more apt to develop customers for life. So when customers come ‘a-complaining,’ consider taking the following steps for a more rewarding experience for everyone:
- Above all, don’t take things personally. I once heard a successful business owner describe the importance of disciplining oneself in this way. He said, “While I would never ignore or blow off an upset customer, I have also trained myself to take a step back emotionally.” He further explained that we should avoid giving in to a natural human tendency to become defensive. Instead try to remember that an upset, complaining customer is providing us with a great opportunity. A complaining customer can indeed help teach us what other customers might be experiencing, but simply not revealing.
- Next, listen and ask questions. Complaining customers aren’t really interested in hearing about your business problems or hearing a myriad of excuses. Customers want to know that their precious time and their hard-earned buying dollars are valued. You do this by reassuring the customer that you sincerely want to understand what happened.
- After that, express regrets and apologize for whatever the customer experienced. Even if you’re not to blame, again, it’s not about who is right. It’s about turning the negative experience into a positive one. Think of yourself as a master magician.
- Then, communicate what steps you will take to remedy the situation. At a minimum, customers should be: (a) thanked for taking the time to bring the problem to your attention; (b) acknowledged for how the problem spoiled their experience; and (c) reassured by how and when you will get back with them.
- Lastly, follow up with the complaining customer. Close the loop, and let the customer know how the problem is being resolved and what steps you are taking to ensure that it doesn’t happen again. Be sure and ask them, “Is there anything more I can do for you?”
As a closing bonus tip: It is very important that businesses empower their front-line people. Give employees the authority to solve customer problems. Nothing is more frustrating to a distraught customer who only gets the run-around.