 Managing
Customer Complaints
Managing
customer complaints is a vital, internal process influencing
customer perceptions and the attitudes of your staff.
Is your ‘complaint management system’ up-to-date?
Use this checklist to review your current approach and,
if needed, make it better.
1. Focus on the complaint
Read the complaint
with an open and appreciative mind. Complaints are an
opportunity to fix problems and prevent them from re-occurring.
Identify the ‘value
dimension’ your customer is complaining about.
A value dimension is that aspect of the service interaction
your customer truly values, but which has been under-delivered
or unfulfilled.
Value dimensions are
always positive, often the opposite of your customer’s
complaint. For example, if they complain about slow
response, the value dimension is speed.
If they complain about rude staff, the value dimension
is respect, courtesy and staff attitude.
2. Focus
on the company
Connect with those
inside your organization who can make improvements in
the identified value dimensions. This may be people
responsible for procedures, staff development, etc.
Study the complaint
with your team and determine what should be changed
or improved to prevent repetition.
Confirm who will make
the changes required. Be clear about who will do what
and by when.
Track customer complaints
in this value dimension over time.
3. Focus
on the customer
Assess the impact of
this problem on your customer. Has your customer been
severely pained or is the impact minor? Is your customer
cool, or hot and ready to explode?
Plan the actions needed
to set things right for this customer. Express empathy
and apologize. Give an explanation of what will be improved
inside the company. Prepare specific positive actions.
Include a generous gesture of goodwill to demonstrate
your appreciation.
Then contact the customer
by phone, e-mail, letter or in person. Make them feel
right by agreeing on the importance of the value dimension
they hold so dear. Tell them how committed you are to
improving this dimension of your service and to reclaiming
their full satisfaction.
Explain the specific
actions you plan to take on their behalf. Confirm whether
these will be sufficient to restore your customer’s
confidence and trust.
After you have taken
the actions, follow-through to be sure your customer
is satisfied and intends to patronize you again.
Key Learning Point
Most people with
a complaint won't even tell you about it. Instead, they'll
walk away and tell other people: your customers, prospects
and competitors - sometimes government agencies and the
press!
Customers who do complain are actually your best friends,
your free consultants, your valued business partners.
Be sure you treat them that way.
Action Steps
Review, revise and
reinforce your complaints management policy and procedures.
Make sure every upset customer becomes a happy customer.
Manage positive comments, too! When you receive a customer
compliment, send an appreciative and informative reply.
Turn your happy customers into bona fide ambassadors:
eager to return, willing to stay in touch, ready to promote
you with positive word-of-mouth.
Next Article in Customer Service Recovery >>
Pain-in-the-Neck' Customers
First Article in Customer Service Standards >>
Get Yourself Spring-Loaded
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
He is author of the bestselling series "UP Your Service!" and founder of
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