 ‘Pain-in-the-Neck’
Customers
Everyone
has customers who complain. Complaining customers tell
you what you’ve done wrong and how you can improve.
If you work to keep them happy, they will keep you in
business.
That’s normal.
But some customers complain and complain and complain.
They never stop complaining. No matter what you do,
they still complain. If you work too hard to keep these
‘pain-in-the-neck’ customers happy, they
can run you right out of business.
Pain-in-the-neck customers don’t want to be satisfied.
They like being unsatisfied. They frustrate your staff
and irritate your other customers.
Pain-in-the-neck customers are not normal. They are
distracting and disturbing. And yet they do exist. (I’ll
bet you can think of one or two right now.)
So what should you do when a pain-in-the-neck customer
complains and complains and complains?
1. Recognize that most
complaining customers are not a pain in the neck. On
average, about 2% of your customer base will complain,
but only 2% of that 2% are truly nuts. The rest of your
complainers are legitimate customers with specific problems.
Solve those problems quickly and you will regain their
goodwill and repeat business.
2. If your customer
is a persistent pain in the neck, your immediate
focus should be damage control. Isolate a pain-in-the-neck
customer away from your staff, your other customers
and your brand.
One famous theme park
uses conveniently located, air-conditioned, pastel-colored
rooms first to isolate, and then care for, the occasional
pain in the neck. In these rooms, specially trained
staff soothe the savage customer with comfortable chairs,
cool drinks, healthy snacks and calming music.
Only when pain-in-the-neck
customers have regained their sanity are they released
back into the park. In the meantime, these disturbing
characters are removed from other customers, other staff
members and from the colorful theme park itself.
3. When damage control
does not work, protect your staff and limit your legal
liability. If a pain in the neck uses threats, abusive
language or makes potentially harmful gestures, immediately
contact Security and let them work it out with your
lawyers. That’s what Security and legal staff
are for. Never let a pain in the neck create an unsafe
or dangerous situation.
4. If a pain in the
neck is not abusive, but remains persistently unhappy,
unpleasant and disruptive, consider passing this special
customer to your competition. Maybe they can do a better
job.
One airline suffered with a pain in the neck who complained
regularly and loudly. After trying to satisfy this person
for years, the airline finally sent him a letter:
Dear Mr. Tan,
I understand from
crew reports that you have been consistently displeased
with the service received on our flights. Please accept
my apologies. We are concerned for your happiness
every time you travel.
However, as we appear
unable to satisfy you despite our best efforts, may
I recommend you contact one of the other airlines
that flies to your frequent destinations? Attached
is a list of telephone numbers for your convenience.
Hopefully one of these companies will be more successful
in providing the service that you seek.
Of course you are
always welcome on our flights. And should you choose
to fly with us again and enjoy the level of service
we do provide, we will be happy to welcome you back
on board.
Sincerely,
Senior Manager of
Customer Affairs
5. Finally, and most
importantly, don’t let pain-in-the-neck customers
take what they really want from you – which is
more and more (and even more!) of your precious time
and attention.
Note: Government
organizations may not have the option of passing on pain-in-the-neck
customers to another organization. In fact, to do so could
amplify the problem. When a pain in the neck appears at
a government counter, simply draw a line and limit the
time.
Key Learning Point
If a pain-in-the-neck
customer throws a tantrum on your floor, do what you can
to appease him, but if necessary, show him the door.
Action Steps
Review this principle
with your managers and staff. Let everyone rant for two
minutes about your pain-in-the-neck customers. (Everyone
knows who they are.) Then stop wasting your time. Limit
the attention you give away (getting nothing in return).
Decide what you will and will not do when a pain
in the neck keeps complaining.
First Article in Customer Service Standards >>
Get Yourself Spring-Loaded
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