Alternative Resolutions, Inc Alternative Resolutions, Inc

Seize the Opportunity in Customers' Complaints

Q: My co-workers and I pride ourselves on providing great customer service. In spite of our efforts, we still have to deal with complaints that are mostly about things over which we have no control. When we try to explain this to customers, they just get more upset and say, "Just fix it!" How can we help customers understand that not everything that goes wrong is our fault?

A: Great customer service means the customer has a great experience even when things go wrong. While you may not be at fault when a customer complains, saying so to them sounds like you're making excuses or passing the buck. To deal with customer complaints more effectively, keep in mind the four things that people want when they have an unexpected outcome or they feel wronged.

1. To tell their story: They want you to listen, patiently and without getting defensive or copping an attitude. That's tough to do when someone's upset so try not to hear it as a personal attack. Paraphrase what's been said so they know they've been heard and to ensure that you understand their complaint.

2. An explanation of what happened: After you've heard and understood their complaint, explain what happened. Stick with the facts and recap how they were impacted by the situation. "There was a mix-up and your order went to another customer in error so you did not receive it in a timely manner." No excuses or finger-pointing. And never make this an opportunity to vent about your job, your co-workers, the organization, etc. — your customers don't come to listen to your problems.

3. An apology: Regardless of who's at fault you can still make a sincere apology. Using the scenario above and your dedication to customer service: "Your satisfaction is very important to me so I am very sorry that you had to wait so long for your order."

4. Assurance it won't happen again: Tell them what will be done to prevent the problem in the future. "I'll tell my manager what happened and share your concerns," may be all you can do which may be enough for some customers. If more assurance is needed than you can give, connect the customer with someone who's better able to deal with their concerns.

Since 90 percent of dissatisfied customers simply take their business elsewhere, the 10 percent who bother to complain are giving you an opportunity — to right a wrong, improve service and build customer loyalty. Give them what they want and turn lemons into lemonade.