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>>Customer
Service Tips
Here
are some really good articles loaded with practical,
easy-to-implement complaint handling tips...ideal for
customer service representatives, call center agents,
and anyone who interfaces with customers.
Complaint
Handling Tips:
Five
Ways to Turn Complaints into Profits
It is time for organizations to
think of complaint handling as a
strategic tool…rather than as a
nuisance or cost.
Janelle Barlow and Claus Moller, A
Complaint Is A Gift
1.
Resolve the complaint immediately – TARP, Inc. has
found that 95% of complaining customers will remain
loyal if their complaint is resolved on the spot. That
number drops to 70% if there is a delay in resolution.
2. Make it easy for customers to complain – The mere
voicing of a complaint, even in the absence of
resolution, actually increases the chances an unhappy
customer will return. TARP, Inc. found that customers
who complained and did not receive a satisfactory
resolution to their problems, were 10% more likely to
remain loyal than dissatisfied customers who did not
complain.
3. Follow up after resolution – The company’s idea
of problem resolution may not necessarily be the
customer’s idea of a satisfactory resolution. For this
reason, it’s a great idea to follow up with customers
30 – 90 days after you’ve resolved the problem to
ensure they are satisfied with your resolution. This
extra step helps you capture problems that weren’t
identified at the initial point of contact and helps you
completely regain customer goodwill after service
mishaps.
4. Give a token item - Coupons and product samples have
a definite impact on loyalty after a service failure has
occurred. A study conducted for SOCAP found that 58% of
complaining consumers who received something in the mail
following their contact with consumer affairs
departments were delighted, versus only 40% of those who
did not receive anything. Giving customers token items,
such as coupons or product samples, after a service
failure both increases the perception of value and
serves to maintain loyalty.
5. Equip staff with product knowledge -Customers,
particularly customers who have experienced a problem,
want to talk to knowledgeable professionals who can
quickly and completely answer questions. While it is not
possible for your staff to know everything customers
want them to know, you should strive to keep customer
service professionals in the know in such areas as
current promotions, warranties, recalls, policies and
procedures. This knowledge creates value for customers
and expedites transaction time, which cuts costs.
Given the fact that it cost 4 – 5 times more to win a
customer than to keep a customer, it makes sense to view
the complaint handling process as a critical component
of the organization’s sales process. Each time you
resolve a complaint to the customer’s satisfaction,
you have sold your company back to the unhappy customer.
In other words, you have retained the customers who were
at serious risk for defection and saved the company the
tremendous cost of replacing customers.
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I
was very pleased with Myra' presentation, but even more
so, I was left with a sense of new energy and desire to
put her recommendations to use. I
can't wait for Monday!
Tim
O'Laughlin
The
Coca-Cola Company
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I
just want to take a moment to "thank you" for
your very valuable Tuesday Morning e-mail newsletter.
Our Customer Satisfaction Department finds it extremely
valuable and helpful in our mission to satisfy customers
every day. We also share the many great ideas and tips
for handling customer complaints with our franchise
owners. Thank you again... we hope we can continue to
look forward to Tuesday Morning for a long time to come.
Beth
Vickers
Director
Customer
Satisfaction Department
McDonald's
Corporation
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