“The customer is always right” is what they say isn’t it? Sometimes it’s really challenging to remember this when dealing with customer difficulties or disputes especially when a you’re a passionate small business owner. How could someone be dissatisfied with our service? Everything was great from our perspective? Sometimes in business it’s easy to manage expectations based on your own experiences and not that of what your customer had imagined and hoped from your business.
We’ve been doing our research and found that only 1 out of 26 unhappy customers make an actual complaint to the company, an unhappy customer will tell about 15 people about their bad experience, chances are you’ve already lost some business due to unhappy customers without even knowing it.
We’ve put together a 5 step guide to help you and your customers through the journey
- Chill – Take the passionate, personal side out of the complaint. This is also the step we’d call ‘The Customer Is Always Right’ it’s extremely important to listen to what they have to say and understand where along the line the transaction has dipped below their buying expectation.
- Listen – it may come as no surprise to you that the second step is to listen. Show your customers your listening, constantly. Listen to them before they even have to make a complaint. At Media Jelly we’re big believers in measuring success using tools to check in with our customers. How easy is it to contact your support team? Do you have an online chat facility? Do you have a well structured customer complaint process to reduce any confusion?
- Act – the reason a customer has felt the need to complain is because they’re looking for an action from you. Be ready to react to complaints in a way that resolves the situation in one quick and simple email, reducing the need for a chain of lengthy emails balancing expectations until a resolution is reached. Why not offer a % off the customers next transaction, it increases your chances of retaining the loyalty of your customer as opposed to loosing them all together.
- Learn – Learn from your customer feedback. Use your customer feedback, positive and negative to shape your training, processes and future of your business. Whatever has triggered the complaint, whether you believe the customer has grounds to complain or not, growth and development can never be a bad thing!
- Check Back – Whether it’s to check if your customer is happy, follow up after a particular product or service or after a complaint it’s important to stay in touch and make sure your customers are happy. This will help with customer satisfaction but also retention. It lets your customers know you care and want them to be happy!
The main thing to remember when dealing with customer complaints is to make it as easy, quick and simple as possible for your customer to let you know how they’re feeling and to make sure they have that opportunity throughout the buying experience with your business.