Laws of Complaints as Sources of Remarkable Customer Insights
K. Chesterton once said: It’s not that they can’t find the solution, they can’t find the problem.Does your business focus on laws of complaints and the problems behind them?
Customer complaints are an incredibly important part of customer insights and therefore the overall service experience you deliver.
Here we will discuss ways to take full advantage of the information in customer complaints. But first, an important question for you:
Have you ever turned a customer complaint into a future opportunity, or better yet, a customer advocate? It can be really rewarding, yes?
Often, a negative experience that a customer has with your business can be salvaged and turned into an opportunity to win them over for life.
But handled poorly, and you could lose customers for life. This is such an important element of customer service. It is one that we use as a critical element of our customer service workshops.We use it to show the power we all have to give our customers a memorable experience.
Here are some simple recommendations I use in the workshop to help people handle customer complaints.
If you and your staff follow these rules, you can turn unhappy customers into loyal cheerleaders for your business.
Laws of complaints … listen completely
Give them your complete attention. Don’t multi-task. Don’t half- listen.
Write down what they are telling you and get specifics from them. Then confirm that you understand. Focus only on them.
Deal directly and don’t hand them off
Please hold while we transfer you. Your call is very important to us.
Don’t you hate this response? While you’ll experience less of this problem when handling support via email, it’s still important to get people to the right employee quickly.
Never miss an opportunity to briefly explain to a customer why this transfer will be to their benefit. It’s hard to get any customer happy or excited about being transferred. Consider the two choices you have:
You are getting transferred. “Well, this stinks!”
You will be transferred to our ____ specialist who can better answer your question. “Well … okay, then!”
Without this relevant insertion, customers won’t know that you are trying to do the right thing.
Don’t be too formal
Customers want to be treated with respect and be genuine. If you stop treating customers like regular people and start talking like a corporate stiff, then they won’t interpret the interaction as genuine.
There is a fine line between simply following up after handling a complaint and inadvertently inviting customers to complain even more.
Let’s look at the following two responses:
“Is there anything else wrong?”
“How else can I help you today?”
Asking a customer who just complained a leading, negative question such as #1 would lead to compounding the complaint and a mistake to avoid.
Conversely, inquiring how you may be able to assist further a customer lets them know that you are willing to stick it out if they have any other issues to address.
Be quick in response
We often discuss some pretty strong cases for spending more time with your customers, but you saw the data above. Complaints are a slightly different beast that greatly degrades when slowly responded to.
Work to close issues as quickly as possible. Benefits increase from complaints being resolved quickly.
A customer leaving a feature request won’t sweat the fact that it took you a day to get back to them. However, unhappy customers wanted resolution yesterday, so you need to make responding to them a priority.
In almost every other instance I would encourage you to slow down your service, but in this case, you need to make moves to right the wrong as soon as possible!
Ask them how you can make things right. Then do more.
To illustrate how this happens, we like to use the following example.
We occasionally visit Kentucky Fried Chicken for lunch until a disappointment with a KFC takeout order of soggy, unappetizing chicken and fries. We called the restaurant chain’s toll-free number to complain but was told that complaints should be directed to the specific location’s manager.
One call is worth the effort for us, but not two. This is especially if the company shows a lack of interest in the first call. We found it easier, given these two incidents, to find a new place for lunch.
KFC lost a customer without even knowing it had happened. You can bet your customers make “silent” decisions like this on a regular basis. Therefore make it easy for them to complain.
Don’t rely on feedback forms. Ask customers for direct, face-to-face opinions. Do it regularly and have them know whom they can complain to if anything goes wrong. The scenario above is real and a great way to let customers know you are paying attention and care.
Too many employees either have no response to complaints or a generic, stock response, like taking money off the bill.
But that risks making the customer even more angry if that’s not what they want to be done. In fact, you might even offend someone by offering them a discount.
A better strategy is to ask them what they want. Most people don’t want much.
They usually just want you to listen. But whatever they say, always do it and more. For example, if they ask for their meal free your response might be:
“Mr. Smith, of course, your meal tonight is in the house. But I’d also like to buy you and your family dinner the next time you join us. Would that be okay?”
Assure them you’ll fix the problem.
Because you listened and you confirmed their complaint, you know why they are upset. Take the next step and assure them you will take action to make sure it does not happen again.
Otherwise, why would they come back? (You need to fix the problem too.)
Thank them.
Without direct customer feedback, we have no idea if we are delivering the experience our customers want. When they tell us we have failed, they are offering priceless information on how we can improve our business.
They are telling us what we need to do to keep customers coming back. So thank them for their help. It’s a rare customer who will take the time and effort to offer feedback. Thanking them will go a long way toward winning them back.
If your employees handle every customer complaint using these steps, you’ll keep 99% of them coming back. You’ll have a healthier business because it keeps getting better. And we all know happy, loyal customers are the foundation of a healthy, sustainable business.
The bottom line
Winning customers back with exceptional service is an important aspect of your business that you should focus on. However, when customers already have one foot out the door let the parting be as frictionless as possible.
Customers aren’t necessarily done with you for good just because they cancel their account once. Don’t hassle them as they exit. Remind them what they’ll be missing by simply being sincerely helpful.
Turn complaining customers into fans by communicating with them and fixing the problem.
Need some help in building better customer service for your customers? Have you noticed the growing importance of the service you provide? Creative ideas to help enhance your word-of-mouth marketing?
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new ideas for your service to customers.
When things are not what you want them to be, what’s most important is your next step.
Test. Learn. Improve. Repeat.
Are you devoting enough energy to improving your continuous learning for yourself and your team?
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Mike Schoultz is a digital marketing and customer service expert. With 48 years of business experience, he consults on and writes about topics to help improve the performance of small business. Find him on G+, Facebook, Twitter, Digital Spark Marketing, and LinkedIn.
