Here's how to win them back.
There’s an old marketing statistic that a happy customer will tell two people of their experience and an unhappy one will tell 10. In 2017, given that everyone bar the unborn has access to social media, you can multiple the latter figure by 100. How you react to a customer complaint at a store or restaurant has therefore never been more important.
Here’s our guide to resolving complaints without losing business.
As soon as you become aware of the complaint, ignore everything else, focus on the customer and be an active listener, so that they feel attended to. Uncross your arms, keep an open stance, make eye contact and nod after their comments.
Some quick tips for communicating with the customer:
Enquire
Find out more about the issue by asking questions. This will also invite the customer to think rationally about what has really happened. They may even realise that they have made an oversight or error.
Stay composed
Avoid coming across as too investigative or challenging, as this will create a barrier between the two of you. Be calm, speak softly and make sure you don’t talk over the customer.
Repeat
One tactic is to repeat what the customer is saying so they become aware that you’re listening. Be as natural as possible, though, otherwise you’ll come across as patronising or rude.
Empathise
Show that you understand the customer’s issue and try to feel their pain. Imagine that the issue has happened to you, or that a good friend of yours is telling you about it.
Breathe deeply
If the customer is being aggressive and not responding to your courteous tone, take a deep breath and remind them that you’re there to help.
Plan ahead
While you’re speaking with the customer, start thinking about how you’re going to solve the issue. This will make you sound proactive later.
Note: If the customer abuses you personally, tell them that if they continue, you will be forced to ask them to leave. If they don’t stop, ask that they exit the venue. If things escalate, call security, or police on 000.
Once you know the whole story, apologise to the customer but try not to point fingers at anyone. The customer may be always be right, but you don’t want to throw your co-worker under the bus. Politely say that you are sorry for what has happened, and that you’ll do your very best to rectify the situation.
How, or if, you negotiate depends on the circumstances. If it’s a straightforward complaint, such as their meal being cold, or they’re having been sold the wrong item, simply offer another meal or suggest a refund. If it’s complicated, you might ask for their preferred resolution.
Know your limitations here. Make sure your suggestions comply with your company’s policy or any precedents set from previous complaints.
Once a solution has been discussed and agreed on, explain to the customer, step by step, how it will be actioned. If a waiter has spilled wine on the customer, for example, tell them the dry-cleaning will be done on Monday and their pants will be dropped back to them on Tuesday morning. They’ll appreciate the clarity.
Before they leave, remember to get their contact information, and give them your details too for future reference.
Touch base with the customer a few days later to give them an update, and to make sure they are happy. This will help soothe any remaining ill feelings, and hopefully win them back as a customer.
