What Do You Do When Customers Complain?

Sometimes the customer is justified in his complaints other times he is not, but the handling of the dissatisfied customer can have far reaching impact on a business.

Now, I want to talk with you about techniques that you should consider when dealing with the dissatisfied customer.

American Management Association research into consumer behavior indicates that the average satisfied customer tells three people about his experience but the average dissatisfied customer gripes to eleven other people. Negative word-of-mouth advertising is a problem few businesses can afford.

My speaking colleague, Jerry Wilson, provides these five expert recommendations for managing the complaining customer.

Step one - acknowledge that the person is upset. Example, I can see that you are mad. I could see that you're upset with us.

Step two - make a positive reassuring statement. Example - I want you to know I will get something done about your problem.

Step three - make a sad/glad statement. Example, I'm sorry you had a problem but I'm glad that you called it to my attention.

Step four - asks the magic question, “What will make you happy?” Example, Mr. Smith what will it take to make you happy or what would make you happy in settling this problem?

Incidentally often the dissatisfied customer will ask for something less in settlement than you would freely offer.

Step five - make the settlement. Example, Mr. Smith I'm truly sorry that you encountered this problem and I'm going to do exactly what you have requested. We want to keep you as a valuable customer.

One last idea on customer relations that you can use to great advantage is this interesting marketing principle - people want most what they've had the least of.

Think of it this way - the bachelor, traveling salesman who lives on the road and eats in hotel restaurants 260 days and nights a year will be very excited about the prospect of a home cooked meal. On the other hand the recently divorced, long married man, who's been eating at home 300 nights a year for the last twenty years can't wait to get out on the town.

Think carefully about how you can apply this idea to your business. What have your customers had very little of that you can supply? Most businesses compete aggressively for new customers with expensive advertising and then lose customers out the bottom of the bucket as fast as they poor new ones in the top. You can compete more effectively and less expensively with an old fashioned weapon…service!

Dedicated To Multiplying Your Income

Dan Kennedy

See the profit producing, wealth attraction resources at http://www.dankennedy.com/products.html

A Complaint Is a Gift: Using Customer Feedback As a Strategic Tool