06/ 02/ 2005
by Jeffrey Moses
It's a basic truth that satisfied customers usually refer only a few people to a business, while dissatisfied customers simply walk away in silence but may tell a dozen or more people about their dissatisfaction. This is reason enough for any business to go out of its way to address customer complaints, even before customers leave the store.
Just as important is the opportunity to improve any aspect of business that may cause customer dissatisfaction. Customer care, quality of products, overall quality of services provided, poor warranty work, slow delivery, rude salespeople or clerical staff—these areas and others are vital to the success of a business. If any of these aspects are lacking in quality, you need to know as soon as possible—and fix the problem immediately. Complaints should be thought of as an opportunity for improvement. If even one customer mentions a problem, it's likely that dozens of others have experienced the same thing without telling you.
The topic of uncovering and addressing complaints is important enough to warrant center stage at a company meeting. Employees at every level, from management to part-time receptionists, should be directed to be on the lookout for anything that customers may perceive as a problem.
The technique for isolating problems can be simple to the extreme: simply require that employees ask customers any combination of the following:
- Did you find everything you need?
- Were you satisfied with the service we provided?
- We want to make sure that you're completely satisfied. Is there anything more I can do for you?
- Is there any area of our service that could have been improved?
- We're always interested in improving our service. Can you make any suggestions?
You can provide questionnaires at checkout counters that give customers the opportunity to make suggestions or complaints. Provide an enclosed box with a little slit at the top that allows customers to insert their questionnaires anonymously.
Handling customer complaints is an art form, especially when a customer gets angry. The following steps are key:
- When speaking with a customer about complaints, always listen patiently, even if the customer becomes upset.
- Do not go on the defensive or become angry.
- Apologize for the inconvenience that has been caused, and discuss specific ways in which the problem will be solved.
- Tell the customer that the problem will be addressed so that others will not be similarly inconvenienced—and follow up with the customer later to make sure that the problem has been resolved to complete satisfaction.
The good news is that when complaints are handled efficiently, customers feel that their needs have been personally met—and they are likely to become loyal customers.
