The one and only rule for dealing with complaints is ... People. Do. Not. Want. You. To. Fix. Their. Problem. Did you get that? People don't want you to fix their problem by fixing their problems. Universal Law #1.
They do, eventually want their problem fixed - but not initially. Initially, they are upset and you need to deal with that, first.
Recall the conversations you have about problems dealing with large companies like Telstra. Do you discuss the fact that your phone doesn't work or do you moan about the way they treat you:
* having to deal with call centres,
* being grilled for "security" information, over and over,
* being passed around from consultant to consultant,
* not being called back when they've promised to,
* not being understood or listened to,
* not being cared about, and on and on.
The things that irk you about Telstra (or any large business) are the things that irk your customers about you and your business.
The technical stuff (like your phone or internet connection) can be easily fixed but the problem - the REAL problem - is that your customer wants to know they're being heard, they're being listened to, that you care about them ... that's what we all want.
A friend was getting married and he asked his father-in-law for advice on marriage since he had been happily married for so long. The older man said, "Agree, agree, agree." That's what you must practice here and you'll gain a long-term customer and all their friends. If you don't, you lose them all. Your choice.
Here's what not to do:
Don't get defensive and make excuses (Defences are but foolish guardians of mad illusions - ACIM),
Don't leap right into the middle of their conversation and tell them what's wrong,
Don't answer the phone, talk to anyone else or let yourself be distracted,
Don't immediately apologise and/or interrupt their conversation.
So what do you do? Simply shut up, listen and, when they've stopped talking (and ONLY AFTER they've stopped talking) ask them how they feel about that. For example:
"Gosh, so how do you feel about that?"
Or sympathise with them:
"I see, you must feel angry/sad/upset* about that." (*use the emotion words they've just used)
"Yes, I can see why you're upset about that."
If possible, take them into your office or a quiet space, give them a cuppa and make them feel you have nothing else at all to do right then. The financial return will be worth it - on this rock I stand.
Sounds like a psychologist, doesn't it? Absolutely! Just keep asking questions and if you can't think of anything to say, say, "Gee, I really don't know what to say". Honesty is always appreciated and give them another chance to speak. Let them keep going till they run out of steam and then there will be a turning point - they may say something like, "You must think I'm a right moaner," or "I'm sorry to be so blunt, I don't mean to hurt your feelings," or "Maybe it's not such a big problem after all". The turning point is when they change sides and join you - they apologise for complaining or sympathise with you in some way. At that point, you ask the next question:
"So, what would you like me to do about this?"
Don't pretend that you know what they want - you don't. So, you give them the feeling of being in control and that you're REALLY listening. If you've done this right, they'll probably ask for less than you're prepared to give for you've actually given them something they don't get very much - respect. They'll love you for that and they'll tell all their friends and they'll be life-long customers.
Then you fix the problem ... right at the end.
Complaining customers are one of your greatest opportunities for success and profit. They aren't like "nice" people who tell you that your shop, factory, products and/or service are all nice - no use if you want to improve things.
Moaning customers will tell you things that may hurt but that can improve your business. Once you've listened to a complainer, and turned them around to be on your side, they can be your greatest campaigner and a free consultant.
Complainers - welcome them, listen to them, love them and use them to improve your business ... for free!
NB: Next week we'll give you some ideas on raising sales without having a sale - win/win ideas where no one loses.
The following week I'll explain how you calculate the life-value of a customer - some accounting stuff!
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