Guide to handling customer complaints

Even the best businesses will receive an occasional customer complaint, but if handled correctly this can turn out to be a positive experience for both business and customer.

Experience shows that customers who make complaints will continue to come back if their complaint is resolved fairly, so follow these tips to ensure they walk away happy.

1. Remain calm. Even if the customer is getting worked up, you must stay composed and level-headed at all times.

2.  Call the customer by their name, and use the name often. This shows that you see them as a person and not just as a sale to save.

3. Listen to the customer and ensure you completely understand their complaint. This will help you to reach a speedy resolution.

4. Try to empathise with the customer and see where they are coming from. How are they feeling and why?

5. Use “I” instead of “We” when talking to the customer, and avoid phrases like “Our standard company policy is…” as these will make the customer feel as though they are arguing with a brick wall.

6. Don’t get defensive. Even if the problem is not your fault, you should offer an apology to the customer. Phrases like “I’m sorry you feel that way” or “I can understand where you’re coming from” will help the customer feel that you are on their side.

7. If the complaint is made in person rather than over the phone, ensure you make good eye-contact and display positive body language – do not cross your arms as this looks defensive.

8. Avoid making too many excuses, even if they are legitimate. The customer wants a solution to the problem, not a rundown on the way your business operates.

9. Ask the customer what it is they require to fix the solution. Often it will be very little (a discount, credit note etc.) and can be easily achieved.

10. Try to offer positive solutions, and take a “can do” approach. e.g. Instead of saying, “We can’t refund your money on this item” say, “If you would like to return this we can exchange it for store-credit”

11. When resolving the complaint, try to exceed the customer’s expectations instead of simply meeting them. This will ensure that the customer leaves with a positive attitude towards your business.

12. Never ignore a complaint. Being brushed off after having a bad experience with a business is the ultimate insult, and will only make the customer angrier.

13. To ensure that all of your staff follow the same complaints handling procedure, draw up a guide for them to reference and reward them when they do a good job.

While occasional hiccups in a business are unavoidable, dissatisfied customers are not. Initial mistakes can lead to better, improved services, and resolved complaints can turn angry customers into loyal ones.

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