Embrace Complaining Customers
“Just get rid of them!” Face it, when confronted by a customer with a complaint, all you really want to do is make them go away, isn’t it? After all, who wants someone in your face, telling you that you’ve messed up?
Butguess what? You actuallymay be doing something wrong. And the complainer isn’t just a troublemaker or a pain in the neck. That person standing before you — complaining — is someone who can help you understand how to improve your company. It’s in your best interest — and in the best interest of your bottom line — to deal with them, not just get rid of them.
Here’s something to remember — most unhappy customers don’t complain; they just go away. Sure, only one of the 100 guests at your hotel complained that the rooms were dirty. But that doesn’t mean the other 99 were satisfied. Many of those other 99 guests may have felt the same way, but they didn’t want to take the time or energy to confront you. Instead of letting you know, they’re just not going to come back and they may even warn other customers away.
Ask yourself (and your staff): When a customer has a complaint, do you truly listen to them and try to solve their problem? “I’ll get my best maid to clean your room again, check it myself, and make sure that housekeeping is doing its job.” Or do you just want to find the way to make them disappear? “Have a free drink in the bar.” There’s a big difference — in attitude and outcome — between just appeasing a customer and really caring about their problem.
Most complainers have legitimate concerns, often indicating systematic problems in your business. Maybe it’s not just one messed up order, but your shipping department is sloppy. Maybe your product actually isn’t performing properly or your employees aren’t providing the quality of service a customer should expect.
It’s easy to dismiss complainers. After all, sooner or later, every business will have some customers who are just impossible to please. Often, these customers have misunderstood the nature of your products or services and want you to change completely to accommodate them. That’s not realistic.
For instance, in my company, we sell a Windows-based Excel application, making it very clear on our Web site that it does not work on Macs. Yet, we regularly get customers who complain because they can’t use it on their Apple computer. “Read the information on the Web site,” my staff wants to scream.
Yet, even those complainers are telling me something I need to know: Maybe it’s time to develop a Mac version of my product. Even unrealistic complainers need to be listened to and acknowledged.
In fact, unhappy customers can be turned into lifelong loyal customers if you recognize their complaints for what they really are: a chance to improve your business. How can you do this?
Listen. Train yourself and your staff to not get defensive (the natural reaction) when someone complains, but to start actively listening, ask questions.
Apologize. Your customer has had a bad experience. You are — or better be — sorry, even if you don’t think you’re entirely to blame.
Learn. Explore whether this one complaint is emblematic of bigger problems.
Respond. First, do what you can to solve the specific individuals’ situation. Next, look at whether you need to make changes to how you run your company or make your product to reduce the likelihood of other unhappy customers.
Empower. Give front-line sales and service people the authority to solve problems. Don’t make customers jump through hoops to get satisfaction. Empower employees to solve problems themselves.
Rhonda Abrams is the author of “Six-Week Start-Up” and “What Business Should I Start?”
WBJ Web Partners
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