Not everyone is going to agree with everything your business sells, its service etc. So it’s inevitable that from time to time you’re going to be faced with some complaints. So how can you handle complaints in a way that means you gain customers and retain staff?

Customer complaints aren’t usually welcomed by small business owners who have to get on with the running of their firm. But even matters that seem trivial to you can provide vital feedback to an aspect of your business that may be putting other customers off buying from you.

If enough customers experience the same problems, and tell their friends and colleagues something negative about you, poor customer service could become a serious problem.

Bending Over Backwards

John Tschohl – customer service guru – says companies should go out of their way to apologise for any mistakes and correct them as soon as they can.

He advises: “When a customer complains, you should be grateful. Research shows that only about 4% of customers will tell you when they have a problem. The other 96% simply won’t do business with you again. Instead, they quietly fume and take their business-and their money-elsewhere. They also will tell an average of 10 other people about the problem they had with your organisation.

“Handling customer complaints is a critical element in providing exceptional service, it’s also one aspect of any job that employees fear and, consequently, mishandle. They take complaints personally, and they haven’t been trained in how to deal with irate customers.”

He adds: “When employees are trained to deal with complaints, the organisation wins on two fronts. It not only retains its customers; it also retains its employees. When employees are trained to deal with complaints, the organisation wins on two fronts. It not only retains its customers; it also retains its employees.”

Six Steps

Tschohl suggests six steps to win customers loyalty:

1) Listen carefully and interestedly. Don’t be defensive. Remember the customer isn’t attacking you personally, just describing the problem he wants you to solve. Keep on topic so you can solve the problem, not find more.

2) Imagine being in the customers shoes. Respond so they know you care. Showing empathy diffuses the situation and has a calming influence on customers. Never challenge them directly, even if they are wrong, don’t try to prove it, solve it.

3) Ask questions caringly and sounding concerned. The more information you have the better armed you will be to solve it satisfactorily.

4) Suggest at least one alternative. Ask what they feel is an appropriate solution, then make your own solutions. Solve the problem together.

5) Apologise without blame. A sincere apology can diffuse a potentially volatile situation. If a customer hears an apology, they are likely to respond in a similar manner. Don’t shift the blame to another person or department.

6) Solve the problem, or find someone who can. Quickly solved complaints saves you money and makes customers happy.

What Do You Think? Comment here.

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