Newsletter No.4

COMPLAINT HANDLING – A CAKEWALK

What is the most difficult word for any human to utter? - SORRY 

What is the most difficult job to perform in any organization? - COMPLAINT HANDLING

Yes – Handling complaints is the most difficult job in any organization and to apologize, even more difficult
 
Survey shows

1.       Only 4% of customers actually bother to complain. This means the balance 96% walk away depriving you the opportunity to improve.

2.       70% of complaining customers come back if the problem is solved in their favor

3.       And a whooping 95% comeback if their problem is solved on the spot.

Handling complaints is the most difficult job in any organization. For …
 
Employees shudder at the thought of it.
Many a bosses pass the buck down the line.

But, the painful task of handling complaints can be professionally performed through a process making it less fearsome or trying.

But to meet this challenge it is important to REMEMBER a few ground rules…

1.       That the customer is not upset with you. He is upset with a situation.

2.       Hence don’t take it personal

3.       Also he has complained for, he wants you to improve.

4.       Respond, don’t react. “I apologize for the inconvenience caused” is better than “This has never happened before”.  

5.       The offensive nature from complaints instinctively sparks a defense mechanism. Hence, control yourself, only then can you control the situation.

6.       Bear in mind that if you can satisfy customers with good service, you can also steer complaints to satisfaction

Complaint handling can be divided to 4 key areas

(1) THE PROBLEM … and to handle this well

1.       Allow the customer to let out his steam

2.       Listen carefully. Show indications of listening. Facial expressions, sounds such as Umm, Uh, I am sorry, helps

3.       This is even more important over the telephone. Let him know there is someone on the other end hearing him out. Total silence the other end could only make him madder.

4.       Most important is to understand the customer, his frame of mind, his emotions and feelings, get into his shoes.

5.       That’s when you can genuinely show your concern for his problem

6.       Reiterate if required to confirm your understanding of the problem

(2) THE SOLUTION

1.       You have understood the customer and you know your company well. Hence, analyze and look for the best solution.

2.       Help the customer in the decision making process

3.       Arrive at a consensus and give no room for further misunderstanding

4.       Reward him for his complaint. After all he is helping you improve.

5.       GO the extra mile, give him something more. An unexpected extra always helps change opinions. Have you seen an agitated and excited customer stomp into your establishment but go out sheepishly and looking all satisfied?

Well, I have seen the most famous fast food chain resolve a complaint and, as a parting shot hand an ice cream cone to the customer. A cone that sells for 1 UAE Dirham but actually costs the establishment 20-30 fils. A gesture that tilted the customer’s opinion from bad to good in a moment.

With his problem resolved, he was satisfied but the extra mile pleasantly surprised and delighted him.

6.       See him off satisfied and take a break yourself

(3) CORRECTIVE ACTIONS

1.       Follow up with a letter of apology.

2.       Thank him for his patience and understanding. This re-confirms your focus on the customer  

3.       Finally log the experience for others to learn from it.

Well it is still not over … for complaints may never stop….and to gear up for new complaints have …

(4) IMPROVEMENT OR DEVELOPMENT PLANS

1.       First train employees not to shy or shudder from such situations

2.       Help them develop confidence in handling stressful situations

3.       Empower your staff to meet complaints

4.       Finally, as important it is to service well, it is equally important to satisfy complaining customers. Hence, rotate your complaint handling staff. This is to avoid burn out of those who constantly handle complaints and help sales and service staff get better insight to customer satisfaction.

As a thought provoking exercise should you break the complaint handling process equally you will see that only 25% is about the customer’s complaint itself. The balance 75% is all about how you react. It is how you handle the situation and how you win him back.

EMBRACE YOUR COMPLAINING CUSTOMERS FOR THEY ARE GIVING YOU A SECOND CHANCE. DON’T LET IT SLIP.

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?        POINT TO PONDER

Are complaining customers a boon or a bane? How best to meet the challenge and delight him?

√   STEPS TO SATISFY

Remain calm. Empathize. Pacify. Work a satisfactory solution. Go the extra mile - Delight him. Share and learn from the experience. Work out corrective actions. Improve.