Why do we always consider a complaint as being ‘negative’? Surely, no-one goes out of their way to upset a customer, to disenfranchise a client, or to turn away a buyer? We do things wrong because we’re all human and our technology is not perfect either. In my view it is not the complaint that is the issue, it is the way a complaint is often handled. And I truly believe there is a correct way to deal with the vast majority of complaints.
Respond immediately
Although you may not have a solution to hand immediately, you can at least reassure them that you are taking this complaint seriously and that you are ‘on the case’. This will take the heat out of the situation.
Confirm the complaint
By repeating the complaint, you are offering further reassurance to the complainer that you are taking the issue seriously. You also need to be clear with them that you are aware of the limitations of the complaint.
Be honest
Don’t feed them ‘bu** ***t’. Don’t blame technology, or the hierarchical system within the company or that infamous quip ‘it was our temp on their first day in the office.’ If you’re not sure what happened, be straight with them. Simply say: ‘I don’t know why this happened, but I will look into it.’
Give them a deadline
Give them a timeline for following up their complaint. Or tell them you’ll get back to them ‘by Friday.’ And then make sure you do, even if you’re unable to give them the full answer.
Determine the WIIFM (What’s In It For Me?)
They have complained for a reason: Perhaps they are searching for a fair resolution; May be they want compensation; They may even be a serial complainer. And there are a host of other reasons too. When you discover why they’ve complained, then you have a better chance of sorting out a remedy.
Turn the complaint into a benefit
Always say ‘thank-you for raising this issue.’ Other acceptable lines to take during the course of any procedure is to remark: ‘I have examined your case’ or ‘I understand what went wrong’ or ‘From now on we’ll be changing our processes thanks to you.’ This final line is always great feedback for the complainer, as it makes them feel worthwhile.’
Don’t forget to apologise and also explain what went wrong. There’s nothing wrong in saying: ‘We’ve used that courier company for 10 years and they’ve always been reliable. We’ll redo the order at no cost to yourself – is that OK?’ Even admit to the error yourself: ‘As managing director I take full responsibility and I’ll make sure the item is sent out to you tomorrow.’ By saying things such as these you have sub-consciously apportioned some blame and more importantly you have more than compensated.
Be personal
Some people say criticism is not personal, and that may be true, but I think the more personal the solution, then the greater its impact.
Do not ‘go bonkers’
Not every complaint is justified. In many cases, the customer is at fault by not following simple instructions. However, losing your composure with the customer will not do you, or the reputation of the company, any worthwhile good. Stay calm, communicate with the customer, remember WIIFM and devise a remedy.
Get on their side
The more you empathise with a customer, the easier it is to find a remedy. And it should help with customer relations too.
Would you be satisfied?
Always ask yourself this question. Would you be satisfied with the way the complaint was handled and would you be happy with the solution? If so, then you’ve done a good job – so stop the moaning!
