QUI QUOTE: No customer ever calls or comes in, intent on paying good money, and loudly proclaims. “Here I am. Dissatisfy me now.” The discriminating customer, bluntly, doesn’t care how you feel or that you can’t serve whatever he needs or wants. The customer is paying for his experience. And the best value in his experience is what you or someone else, even your competitor, can do, not what you can’t.
QUI TAKEAWAY: To a complaining customer, you are not the representative of the company. You ARE the company. So own it. Be the CEO of the moment. Take it personally. Take it professionally. Take it responsibly. Just don’t take it home.
The customer is not always right. But know that the customer IS ALWAYS YOUR customer. So, do whatever it takes to make the customer FEEL right.
Listen and allow the customer to vent. Angry or frustrated customers generally won’t listen to or accept your apology until they have had an opportunity to voice their frustrations.
And listen to their complaints with the intention of taking action, not just explaining. To a customer, when something is wrong, your explanation is an excuse. Customers want action, not excuses.
Listen intently, respond empathetically, apologize, and do whatever it takes to resolve their problem, even if it means having to go with your customer to your competitor.
When all alternatives don’t work, DON’T fire the customer. Simply ask him to resign. “I’m sorry, but I’m not able to resolve your problems. Could I recommend Company X for your experience? I could contact them if you like.” Both the customer and your competitor are happy. The customer will remember you and might be loyal to you. The competitor is happy because you recommended them. They may refer you later if they are unable to resolve another customer’s complaint. A Mutual Admiration Society of sorts.
English writer Samuel Johnson said, “People need to be reminded more often than they need to be instructed.” So, I encourage you to remind yourself and your colleagues every day about this:
QUI REMINDER: When a customer complains, listen intently, respond empathetically, and do whatever it takes to resolve their problem. When you do, your customer feels respected, appreciated, and valued. They are WOWED and happy, intent on returning repeatedly, spending more money, and raving to others on social media. And always remember, when you’re the CEO of the Moment, don’t be just good. Be GREAT out there!
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BILL QUISENG | Deliver the World's Best Customer Experience 