Avoid letting a customer walk away dissatisfied by Jimmie Wilkins
I am only guessing, but I believe that the last thing a business owner wants to hear is from an unhappy customer. Picking up the telephone, receiving an e-mail, opening a letter or even an actual visit from an angry customer is always difficult.
Hearing from a customer with a complaint about your business is not a great way to start the day, but -- let's face it -- problems do exist, and often we learn more from our mistakes than our successes.
Studies show that the vast majority of unsatisfied customers never come right out and tell you they are unsatisfied.
Research shows that only 4 percent of dissatisfied customers will complain, yet more than 70 percent will never buy from that business again.
This same research suggests that someone will tell one friend if they have had good service, but they will tell 10 friends about bad service.
There are several good reasons that responding to a complaint is crucial to your business:
It gives you an early warning that someone is complaining and a problem exists.
It gives you an opportunity to improve your business because your customer is telling you that something is wrong.
If you manage the situation well, these customers will come back.
If they are happy, they will tell people about it.
So when a customer complains, shift your mind from it being a nuisance to it being an opportunity to change that customer's mind and retain his or her business, and you can improve your operations for everyone.
It is better that your customers complain than leave quietly, later telling everyone they know not to do business with you.
Answer each and every complaint. Never use a form letter to respond. Put your personal touch on each response.
Never tell a customer that he or she doesn't have a problem.
If you need to share your point of view, do it as quietly and as politely as you can. This is not a time to defend your business but to provide information that the customer might not have that is specific and pertinent to the situation.
Document the time, date, situation and remedy.
When you receive a complaint, try these tips for positive results:
Let the customer vent their feelings.
Never argue with the customer.
Take responsibility for the problem.
If no solution is proposed, ask the customer what you can do to make it right.
Immediately take action to remedy the situation.
Let the customer know that you appreciate the feedback.
If it is impractical that you would personally respond to every complaint, be certain that your staff is trained and empowered to respond -- authorized to issue credit memos, to ship replacement products or parts overnight, or to do whatever is necessary to placate customers.
You also will need a system in place in which any complaint and resolution is brought to your attention in a timely manner.
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