Mistakes and misunderstandings happen. Sometimes goods are faulty or don’t live up to people’s expectations. Whatever the reasons for complaints, every business will encounter some dissatisfied customers. Dealing with angry people is never easy.
But if you want to turn the situation around and retain an angry customer, the case will require careful handling. A shrug of the shoulders and an insincere apology will not do the trick. But the following strategies will go a long way toward making amends and rebuilding trust.
Don’t Take It Personally
It can feel like the customer is blaming you personally when dealing with a complaint. However, it Is not a personal attack on you. It is because you are the company as far as they are concerned.
So, try not to take a complaint personally, even if you are at fault. As Michael Corleone said in The Godfather, it’s not personal; it’s strictly business. The customer will realize that once the complaint has been dealt with and they have calmed down.
Get the Full Story
The first step to smoothing the waters is to listen to what the customer has to say. Often, the reason for the complaint will immediately be apparent. For example, the delivery was not made, or the product was damaged on arrival. However, the basis for a complaint is not always clear-cut.
A customer might say the product doesn’t work or is not what they wanted without giving any details to back up the claim. It is crucial to keep calm, listen, and find the underlying cause of the complaint. You will need all the facts to resolve the issue. What’s more, listening demonstrates that you take the customer seriously and you will take steps to resolve their problem.
Empathize
Once you understand the problem, it’s time to put things right. The first way to start winning around a disgruntled customer is to see things from their perspective. Expressing empathy puts you and the customer on the same team.
So, begin the apology process, whether by email, letter, or phone, by saying that you understand their frustration, disappointment, or annoyance. Then, confirm that you care about the situation and that you will work with the customer to find a resolution.
Use the Magic Word
One of the most powerful yet underused words you can use in a customer complaint situation is sorry. Using that word diffuses the situation and assures the customer that something is about to be done about their problem.
You don’t need to go down on bended knee groveling. Instead, be specific with the apology and keep it professional. But keep in mind that you represent your company when empathizing and apologizing.
Take responsibility
Customer anger is often driven by fear. The person making the complaint might be concerned that the issue will not be fixed or fear that they have wasted their money or been swindled. Consequently, they want someone to take ownership of the problem.
If you are taking the call or answering the complaint, that person is you, at least for now. Should the issue need to be passed to another department or person, it should be done with care. Pass on all the relevant details and explain to the customer why it is necessary to hand them over to another party. The crucial thing to avoid is making the customer feel they are being fobbed off by someone who doesn’t care.
Don’t Make Excuses
There is a vast difference between an explanation and an excuse. A customer will welcome an explanation. It provides the basis for assurances that there will be no repeat of the issue. On the other hand, an excuse is merely an insincere attempt to shift blame or trivialize the problem.
For example, saying that late delivery is entirely the carrier’s fault and the product should arrive in the next few days is an excuse that solves nothing. It would be better to contact the carrier and get back to the customer with a reason for the delay and a firm delivery date.
Find a Solution
Of course, sorry is not enough in most customer complaint scenarios. Instead, you will need to apologize and offer a solution. There will be cases where you cannot meet the customer’s demands. Still, there will usually be an alternative or a compromise.
Whether the solution meets the customer’s request in full or not, the actions taken should be explained along with a timescale for resolution. Then, the customer will know they have been listened to, and efforts are underway to solve his problem
Offer Compensation
Saying sorry and offering a solution solves the immediate issue. However, even a satisfactory complaint resolution may leave the customer feeling less than happy. The late delivery of a product, for example, will still inconvenience the customer. A replaced faulty product will still lead to questions about quality control.
But offering compensation adds weight to the apology and helps overcome any bad feelings. What is provided as compensation needn’t be exceptionally high value but should be commensurate. Offering a Starbucks voucher to a customer complaining about scratches on their brand-new luxury car would be insulting. A discount on the next service or a free valet voucher would be more appropriate.
Explain How You Will Ensure It Won’t Happen Again
A customer with a valid complaint will feel aggrieved, and they will have wasted time resolving the issue. They will not want to have to go through the same process again.
Consequently, you will need to assure them that the same problem will not arise again if they decide to continue being a customer. So, explain the steps you will take to ensure that a similar situation does not occur again.
Follow Up
It will help rebuild the customer relationship if you follow up with the customer at a reasonable time after the resolution. For example, you might thank the customer for bringing the matter to your attention and asking for confirmation that the problem was resolved to their satisfaction.
You could explain the steps you have taken to ensure the issue never occurs again. It would also help to reaffirm to the individual that they are a valued customer and ask them to contact you if there is anything else they need.
Conclusion
Dealing with customer complaints is often not easy. But if you empathize, accept responsibility, and fix the problem, you are part way to regaining the customer’s trust.
Follow that up with a token of goodwill and a plan to ensure it won’t happen again, and you’ll be in with a fighting chance of retaining that customer.