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Better Ways to Handle Complaints
Turn
complaints into profits with these tips.
1.
Resolve problems as quickly as possible. The
faster the resolution, the better the chances for
maintaining loyalty. TARP, Inc. found that ninety-five
percent of complaining customers would remain loyal if
their complaint was resolved on the first contact. That
number dropped to seventy percent when the complaint was
not immediately resolved. In fact, the speed of
resolution has a greater impact on future loyalty than
the resolution itself. Strive to resolve complaints on
the first contact and when that isn't possible, final
resolution should occur within 5 - 10 business days in
order to maintain and build loyalty.
2. Give Them Something. Coupons,
product samples, and other freebies have a definite
impact on loyalty after a service failure has occurred.
Years ago American Airlines gave me 7000 frequent flyer
miles after I experienced a gruesome delay. And that
gift of miles, was enough to make me come back. But
don't take my word for it: A study conducted for the
Society of Consumer Affairs Professionals (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.
3. Only allow the friendliest, most helpful, and
diplomatic employees to talk to customers.
Employee courtesy and attitude are critical factors in
regaining the goodwill of customers who have experienced
a problem. Customers contacting a company with a problem
want to talk to a person who is courteous, professional
sympathetic and understanding. Additionally, employees
must be skilled in communicating with diplomacy,
expressing empathy, and representing the company
credibly and convincingly during times of consumer
distress. The attitudes and behaviors of frontline
professionals form powerful lasting impressions with
customers whether these impressions are positive or
negative.
4. Encourage your people to "Be
Gumby". You remember Gumby don't you---the
green rubbery figure that Eddie Murphy portrayed so
hilariously on Saturday Night Live? In my seminars I
teach employees to "Be Gumby" when it comes to
dealing with customers. By being Gumby, I mean do
whatever it takes to service customers. This includes
being flexible, bending over backwards, making a 180
degree turn when you were heading another direction on a
non customer-impacting task. It might even mean standing
on your head. The idea is to be completely customer
focused. Being Gumby guarantees you'll always make
customers happy.
For more than 100 ideas to help you position your
team to respond to complaints in such a way that they
completely restore customer confidence (without giving
the store away), pick up my Revised and Expanded
Customer Recovery Guidebook. The expanded version
includes an exclusive Members Only license to 24 short
segment videos that you can show to your employees to
help them turn complaints into profits.
Pick up
your Guidebook Right here. »
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Video
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
You're invited to
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service newsletter, designed for those who oversee
customer service operations and frontline service
professionals who want to build loyal relationships with
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after service failures.
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your team!
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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