The Art of Complaint Management
Author: Allyson Huggett
None of us likes to receive a complaint. We work hard every day to maintain an excellent reputation. Our goal every day is to deliver a professional and top quality service to our clients. The reality of course is that no matter how hard we try and how attentive we are, sometimes things go wrong. Mistakes happen. No person, business or sytem can be perfect.
Complaints aren't just for clients either. They can come from all directions. Colleagues, staff, suppliers, competitors, in fact, just about anyone that we deal with on a daily basis is a "potential complainant". No matter whom is complaining, how we deal with it always remains the same:
- Stay Calm. When someone is complaining, the are already in a heightened state of stress. We do not want to add to that level. Quite frankly the only way to solve the problem is to lower the level of stress and by staying calm yourself, it will help. Receiving a complaint can often release a wide range of negative emotions. It is easy to become defensive, angry, worried, or even panicky. These emotions will not help you. Stay calm and composed, which is not necessarily easy, and remain professional. The process has only just begun.
- Understand the Complaint. Since the compainant has brought they complaint to you, they have already considered their own position. It's important to undertant the complaint as they see it and not rush ahead to what you think the issue may be. Listen carefully to everything they say or read everything they've written before considering a response. Note down the important points and go over them with the complainant to make sure you fully understand what the complaint is before you examine it.
- Apologize. Always apologize as soon as it is clear that you understand the nature of the complaint. It is not important whether you agree or not. If it is blatantly clear that you are in the wrong, you unreservedly apologize, but even if you are convinced 100% to the contrary than an apology should still be made. It's the bare minimum that the complainant is looking for so it's unlikely to resolve quickly without one, but also, regardless of where the fault lies, you are sorry that they've felt it necessary to complain.
- Explain. People rarely complain for the fun of it. Something isn't right for them and they want something done to fix it. Staying calm, taking the time to listen and understand what the complaint is about, offering an apology, shows them that you are taking them seriously. Now it's a matter of communicating what has happened. Many complaints arise from a break in communication. Communication is often the key to resolving complaints as well as avoiding them in the first place. Don't try to provide an explanation until you have fully investigated the event. Then be clear, factual and informative in your response.
- Put Matters Right. If it's your fault, they you put it right, ten times over, as soon as possible, with the minimum fuss and with no further disruption for the complainant. If it's partly your fault, then you still put it right, again ten times over, with the miinimum of fuss. The difference here though is that while you still take responsibility for putting it right your properly communicate all the elements to the complainant so that they understand the role they have played in this. If you are entirely blameless, then you need to communicate this to the complainant.
- Wow Them. What you have to do now is put things right in a way that goes beyond their expectations. In doing so, you start to turn this negative into a positive. A gift, flowers, wine, free service, anything that says "we value this relationship."
- Aftercare. After the issue has been "put to bed," both you and the complainant would hope that it hasn't been forgotten. A follow-up courtesy call or letter a couple of weeks after the even will help to reassure the client. A brief update on the position and any actions taken will suffice but it's further evidence of how proactive you have been about dealing with the matter.
- Wow Them Again. After the follow-up call is a chance to exceed expectations. A free service or offer works particularly well at this point. Something that that will lead them into the next phase of your relationship and into the future with them.
Dealing with unhappy customers is never any fun. Turning them back into happy customers is always a plus. Take the time to instruct your staff in how to speak to a client with a complaint. If you all work the plan in the same way, soon you will have a systemized approach to radically affect the outcomes in a positive way. It may not be easy, but definitly worth it.
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