Whether you have an offline or online business, chances are, you have most likely run across a dissatisfied customer at least once or twice. While we all dread these encounters, the worst thing to do is to ignore the person and hope he or she just goes away.
Instead, it is best to face the situation head on and do some damage control. Take a look at these pointers for turning an unhappy customer into one who will buy from your company again.
Listen
Most people express their displeasure for one main purpose and that is to be heard. After all, it takes time for someone to complain. It is far easier to never say a word and simply spread the word to others that you had a really bad experience. In this sense, you should thank those who let you know of a problem. They are giving you an opportunity to rectify the situation instead of simply spreading bad publicity.
The first rule of thumb is to listen. This holds for any type of communication you receive, whether it is in the form of an email message, a phone call, or a written letter. Take the time to read, or listen to it with an open mind. Don’t take it as personal criticism, but use the information as a way to make your business better.
Acknowledge
After you have heard the customer’s complaint, acknowledge it. Don’t try to make excuses. Let the customer know that you have heard them correctly by repeating back their complaint. Express empathy and understanding of how the problem impacted their life. In this way you are acknowledging their feelings. For some people, just having been heard and having their complaint acknowledged is enough to calm them down.
Offer
The next step is to offer the customer something in exchange for their trouble. Even if they say they want nothing, it is good business to offer them something, however small. Remember that you are showing your appreciation for the fact that they brought a problem to your attention.
What you offer largely depends on the situation and the person. Some dissatisfied customers will make outrageous demands. In this instance, tell them you can’t do what they are asking, but you are willing to offer whatever it is you can. Some business owners simply ask the customer to tell them what will make him or her happy. If it seems reasonable, by all means do it.
Do be aware that there are some scammers out there who will claim to be displeased about anything in order to get something in return. Luckily, these are few and far between. If you do find yourself faced with an itinerant complainer, cut your losses and sever the relationship. It’s not worth your time and money to try to regain a customer who will continually try to get something for nothing.
Other times legitimate customers just don’t seem able to be pleased by anything you offer. This might be the perfect time to give them not an item of monetary value, but something that can only come from you – personal attention. When you’re caught saying “mea culpa” and willing to do whatever it takes to get your customer back, offer individual attention to each and every order.
Remember that each dissatisfied customer presents an opportunity. Listen, acknowledge, offer, then follow through on your promises. You might just find that you gain a customer for life.
Have a most outstanding day.
Sean RasmussenAussie Internet Marketing
www.SeanSEO.com © 2008 - 2010
{ 3 comments… read them below or add one }
Great tips Sean
The way you explain how to deal with customers is the same way we should be dealing with everyone we come into contact with.
Listen, have empathy and treat others as you would like to be treated. Its all about relationships
This is a very professional and mature way to handle complaints! Harder to apply than it is to write about, but, hey, it’s all learning. “Mea culpa” is “though my fault” in Latin, by the way, if anyone was wondering…
Hi Sean,
This is a great post. This is the standard way of dealing with dissatisfied customers. I think it is about applying these principles and showing genuine concern that the customer is unhappy.
I think the customer is always right, even when they’re wrong. I think it’s important to do everything I can to rectify the situation regardless and leave the customer satisfied.