Complaint Handling is an Opportunity to Impress
If your business has never received a complaint from a customer, you’re either very lucky, extremely good at what you do or you haven’t been trading for long! All companies receive complaints from time to time. If you’re adept at handling customer complaints, you can make the difference between losing the customer for good or increasing their loyalty. Yes, you read that correctly—a complaint, when handled properly, can enhance your reputation in the eyes of your customer.
The first thing to do when receiving a complaint is to welcome it. By taking the time and trouble to complain, the customer is giving you the opportunity to put things right. This shows they’d still like to do business with you. The other option for them is to say nothing and take their business elsewhere.
Complaint Handling is an Opportunity to Impress
We’ve all been to a restaurant, experienced poor service or a sub-standard meal and decided not to complain—then never returned. However, we’re likely to tell friends and acquaintances, spreading the word. It’s well known that people are more inclined to share a bad experience than a good one.
Be Empathetic
Thank the customer for bringing the issue to your attention and express your commitment to resolving it. Apologise that things didn’t meet their expectations—but don’t accept blame just yet. Be empathetic, showing that you genuinely care about their concerns.
Listen Actively
The problem may not be entirely your fault. Before making any promises, get all the facts. The complaint might be unjustified, in which case you’ll need to calmly explain your side. The customer isn’t always right, but they do have rights. Your company’s future depends on maintaining strong relationships with your customers. Even if the issue was caused by something out of your control, like a courier failing to deliver on time, don’t pass the buck. The customer’s contract is with you, not the courier, so it’s up to you to resolve the issue.
Put the Resolution in the Customer’s Hands
If you discover that the fault lies with your company, apologise and offer to make things right. If the customer isn’t satisfied with your offer, ask them how they would like the issue resolved. Often, customers expect less than you might be willing to give. By resolving the issue in a way that exceeds their expectations, you can leave them feeling even better about your company than they would have if no complaint had occurred.
Check Back Later
Always follow up with the customer to ensure that the steps you took have resolved their concerns. This shows that you care and increases the likelihood that they will continue to use your services in the future.
Respond to Social Media Complaints
In today’s world, more and more unhappy customers take to social media platforms like Twitter, Facebook and others to air their grievances. These complaints are very public, and how you handle them can significantly impact how your company is viewed. A poorly handled response can lead to bad publicity and damage your brand. Never ignore or delete these complaints. Treat them as you would any other complaint—respond quickly, acknowledge the issue and show willingness to resolve it.
Remember, your interactions on social media can be seen by many. A positive, well-handled response can turn a potentially difficult situation into one where the dissatisfied customer becomes a brand ambassador.
Need Help Handling Complaints?
As you can see, whether received privately or publicly, a customer complaint truly is an opportunity to impress.
If you’d like more advice on handling customer complaints, contact The Last Hurdle, Business Development Specialists. We work with SMEs to help them grow their businesses.
