We’ve all experienced that sense of dread when a client either calls, emails or embarrassingly confronts us in person to complain. Worse still, is if they’re highly agitated or downright enraged with the product or service provided.
Here are a few examples of what is often our immediate emotional response.
- Ignore the clients concerns
- Defend or justify ourselves
- Dismiss their complaint
- Respond in anger
So I’ll deal with each of these issues one at a time.
Ignore the clients concerns
Reactive
This generally happens when the complaint is received via email, text or voice message, by avoiding or ignoring the client it’s akin to saying “the cheque is in the mail”, everyone knows it’s simply a delaying tactic.
Proactive
Acknowledge the client’s complaint either verbally or in written form, if it’s a complex issue or you can’t immediately deal with the complaint state your case, respond via email, phone call or book an appointment to meet them. Give a firm commitment to help them, set the time frame and stick to it.
Defend or justify ourselves
Reactive
We are emotionally invested in our jobs or businesses and when someone complains it often calls into question our process, integrity or professionalism, so we attempt to convince the client that their complaints are ill founded or plainly wrong.
Proactive
Seek to understand before being understood, it’s not just a cute saying rather a relational truism, take time to write down precisely what the client is saying and repeat it back to them. This demonstrates that you are acknowledging their perspective, in a considered manner respond to each of their issues one at a time. You have just moved from being an adversary to a partner in this situation.
Dismiss their complaint
Reactive
Generally we become dismissive if we feel the client is trying to take advantage of us or has manufactured a situation to get out of paying, wanting a refund or reducing the cost. Alternatively the client is overly fussy or didn’t pay attention to the services quoted on.
Proactive
Embrace the clients complaint rather than dismiss it, most clients are looking for a genuine resolution to the problem rather than a financial settlement, discover that tipping point in which they’ll become delighted with the services or goods provided, often just a little extra give on your behalf satiates the customers needs. I have experienced occasions when the client is vindictive and you’ll need to be wise as to how far you’re prepared to meet their needs or settle in their favour, a tactical retreat can save much emotional, financial and professional expenditure.
Respond in anger
Reactive
Either an immediate response or act of frustration, normally in proportion to the person you feel is harassing you or being outright belligerent. They‘ve managed to get under your skin and it’s time to share a few home truths.
Proactive
Meeting fire with fire simply ignites an inferno, take control of the situation by letting the client know you’re prepared to hear their complaints, then set the parameters on how that happens. When they know you’re genuine it often takes heat out of the situation.
Interestingly people often go on the attack because they believe and often with experience they won’t be heard.
Remember he who asks the questions controls the conversation.
Why no complaints are bad news
For every 26 unhappy customers, only one will lodge a formal complaint. What’s most alarming is a finding that an average of 1,560 people will hear about at least one of these unhappy customer interactions
Unbelievably 1 unhappy customer will tell 10 people, who in turn will tell 5 others. Research by US firm TARP http://www.tarp.com
Why customer complaints are good news
Our complaints department is also our quality control department, my staff have heard me say this numerous times, when a customer complains they are in fact unintentionally telling you how to succeed.
Here are a few examples
- Poor communication
- Substandard services or workmanship
- Cost of services
- Ambiguous or confusing information
- Weak business systems
- Bad presentation, either staff grooming or marketing
These are but a common sample of the issues faced daily by professionals and businesses alike, we will deal with these complaints in another blog.
By embracing the complaint process and making it a central part of business building, you’ll reduce emotional stress.
Be sure of this, whilst your competitors are avoiding their problems and ignoring customer complaints you’re turning yours into goodwill and customer referrals.
peterkaraoglanis 