6 Reasons Why Complaining Customers are Golden
It has probably happened to you if you own your own online
business. You get an email or even a phone call from someone who is
upset or unhappy with this or that about your business. Most of us
don't really care to deal with whiners or complainers, but, if
you'll just take a deep breath and take some time to think about it,
many times they offer you some solid insight into your business that
you would not have seen. If you just react to their complaint
without taking the position that their concern might be legitimate,
you will lose many valuable insights and may very likely lose a
customer. After all, they are on the receiving end of your business,
and you can't disregard this. Whether they are just irritated or are
really upset for some reason, you need to be prepared for how to
respond. Take a deep breath and keep the following in mind the next
time you have a run-in with a disgruntled or upset customer.
1. They often identify potential problem areas. The cause of most
customer complaints is failed expectations. It could have been
something you said, or failed to say. It could have been something
you did or didn't do. Or maybe your customer is simply confused.
Whatever the case, customers are usually unhappy because they
expected something from you that didn't occur, and from their
perspective, needs to be remedied. If the cause of their
dissatisfaction is reasonable, guess what? They just helped you see
something you missed, and now you can take care of it and make your
business even better. And THAT is a blessing. It's best to make sure
you make things right by giving your customer what they expected (if
it is reasonable) and then do something else ? give an extra gift of
value to your customer and a genuine THANK YOU for bringing it to
your attention. Their jaw will usually hit the floor. You would be
absolutely amazed at how this will turn even the most dissatisfied
complainer into an extremely loyal and perhaps even a lifetime (and
happy) customer.
2. The complaining customer represents others who won't say a word.
If you have a customer who makes a complaint about something related
to your business, you should assume the there are others who
probably had the same issue, but never said a word to you. It's a
well-established fact that the majority of your customers generally
won't utter a peep. They typically prefer to avoid confrontation,
and so they will just leave and start doing business with one of
your competitors. You want to avoid this like the plague. The best
way to do that is to make sure you ask your customers regularly for
their candid feedback. And then be sure to make adjustments and let
them know what you did.
3. A complaint is often a wake-up call for what your customers
really need. It's one thing for you to figure out what you think
your customers need, but it's even better when they tell you. Since
most customer complaints are based on failed expectations, a
complaint is an excellent opportunity to assess how well you are
actually meeting the needs of your customers. If more than one
customer makes the same suggestion or complaint, guess what? That's
a clue you probably should take a closer look at an issue. You need
to figure out if you need to tweak your sales message, your product
or service, or the way you provide service and support. Whatever it
is, its bound to improve your business because you will be
responding to the stated needs of your customers.
4. When they are done complaining, they will talk with others. It's
SO important to remember that the way you handle a customer
complaint is not the end of the matter! In fact, it's actually much
closer to the beginning. A complaint is a tremendous opportunity if
you handle the situation tactfully. This is because if you listen
and respond to a complaint by fixing what was wrong, and send your
customer off with a gift and a thank you ? they will tell at least
10 other people about their experience. That's called word of mouth
advertising ? the most powerful form of advertising on the planet ?
and that's where your opportunity lies. And though it may not result
in more customers for you, it just might ? and in any event, it sure
can't hurt. You need to keep in mind that this door swings both
ways. If you fail to resolve a complaint, they will talk with even
MORE people about it! This can cause great damage to your online
reputation ? a mortal blow to the trust you seek to cultivate with
your customers and prospects, which, by the way, is the most
important online commodity you have.
5. customer is far more important to your business than a prospect.
With all the emphasis most online business owners put into
marketing, it's easy to overlook this simple fact. A focus on
marketing can be a distraction from investing more time on and with
your customers. If you treat a complaining customer with respect,
tact, care, and genuine understanding ? you might wind up keeping
them in the end ? especially if they believe that their concerns are
appreciated and will be corrected immediately. Don't forget, it's
FAR less expensive (both financially and in many other ways) to keep
an existing customer than it is to find a new one. You might even
want to follow up and tell your customer what actions you intend to
take as a result of their complaint or suggestion. And then be sure
to follow-up with them again and tell them what you actually did. If
they see that kind of response from you, what will they think? They
will know you value their feedback ? and for many customers ? that
makes all the difference ? even if you fail to remedy the issue
completely. Keep in mind that ANY time you have an opportunity to
connect in a positive way by giving a customer positive news is
great for your business, and puts them in a better frame of mind
towards you - which means they will be more likely to think of you
the next time they need a solution you have to offer. Because you've
effectively communicated that you are responsive to their needs.
6. Fixing complaints removes excuses to not buy from you. If you
invest the time and energy to eliminate the cause(s) of failed
expectations your customers come up with, guess what you've just
done? You've just taken away more roadblocks that might otherwise
prevent them from buying from you. So, my motto is, I want to hear
all about it when my customers are unhappy! Because the more I hear,
the more I can take action to demonstrate that what they want is
important to me. Working to eliminate obstacles on their behalf
causes my customers to see me as one of their solution providers ?
and ultimately, their BEST choice.
© 2005 - all rights reserved worldwide
Updated 01/17/05
Kevin Wirth is the owner of KEVS-KORNER ezine, a free online
newsletter offering articles, tips, resources, and insight on over
150 different marketing tactics. He is bringing together a growing
community where you can work with others to create and market
products online. To discover how Kevin can help you grow your online
business, and get a free gift just for visiting, please head on over
to
http://www.kevs-korner.com.
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