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In the business world there are many dedicated people who work earnestly and conscientiously for their customers. Even so there may still be occasions where a problem will arise and the customer will feel motivated to complain. No matter how positively the recipient tries to view this criticism constructively it is bound to cause hurt and inevitably the harder the initial work that was put into the service the deeper the criticism penetrates. Criticism may also give rise to a defensive reaction of denial, resulting in an attempt to prove that the customer is wrong, didn’t understand instruction, didn’t make themselves clear in the first place or didn’t do what they were told to do.

All of these reactions are unhelpful when trying to resolve the problem. Instead there are alternative ways to approach the situation and reach a happy outcome. One way is to accept that very few customers will complain unless there is a real problem and if they take the time and trouble to inform you of this be courteous and don’t reject them. You need to view the situation from their side, ascertain their expectations, why reality did not match up to them and how did the problem arose? Once this is established you are well on the way to eradicating the problem if possible.

Another approach is to accept that complaints can actually be your best form of feedback. They are more useful in finding ways to improve your service than any amount of praise for good service; therefore, you should use the complaints constructively. The fact that one customer has a problem and complains may be of great advantage to others who experience similar difficulties but have not told you. Be proactive, look for these customers and solve their problem before they are frustrated enough to complain. In doing this you will earn respect and loyalty.

It is important that a customer knows what to expect from your service so another way to deal with a problem is to manage your customers perceptions. A customer may harbour preconceptions about a business e.g. accountants are unapproachable and intimidating; this may be counteracted by the accountant dressing smartly but casually and not in a pinstripe suit. In presenting a situation positively you may save the customer from future disappointment.

This brings us to communication; are you communicating clearly with your customer? Communication is not simply sending out letters, e-mails and telephone messages. It is ensuring that these messages are received and clearly understood. Where clients do not understand improvements need to be made to the message emphasis needs to be placed on what is important and what is just for information. Keep things straightforward, simple and check that the customer understands by asking them questions - don’t just assume they know what you mean. Try not to bombard them with too much information at once instead use a combination of telephone, letter and e-mail to deliver your message and remember to diarise important dates. If the customer doesn’t understand your communication accept it must be your fault and find a way to rectify this.

In the act of complaining the client is presenting you with a prime opportunity to increase your mutual partnership. In complaining they are not necessarily seeking compensation, but simply want to make you aware that the problem exists. Take their point of view seriously, make notes and ask questions, apologise where this is needed and take further action if required. Establish what they would like you to do. An especially helpful tool in this situation is a complaint form which demonstrates that a system operates to take complaints seriously. Thank the customer for their information and feedback and inform them of your intended actions keep your promises and try to report back to them even where this is not necessary. The customer will appreciate your concern. I personally experienced this service from a credit card company who explained a procedure to me that I had not previously realised caused interest to be added. It was not an error on their part but they refunded some interest charged at their own suggestion and created a positive reaction of appreciation from myself. I am continuing to use their card.

All of the above described approaches illustrate the way in which a problem can be turned around into a positive outcome of mutual satisfaction, resulting in stronger bonds between the service provider and their recipient. A customer who believes they are valued and appreciated, particularly if this is through satisfactory solution to their complaint, will be more loyal than they were prior to the complaint arising. If a customer complains seize the opportunity to impress them.

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25/05/2011

01/06/2011