How to handle a upset customer.

I began working with the public when I got out of the army in the early 70s. I was in auto parts sales which helped put me through college (along with the GI bill - god bless uncle sam). When I entered the corporate world I swore I would never go back to retail. During the downturn of the oil industry in the late 80s I decided I wanted a change and knew it would involve computers, the path led back to retail and I jumped in with both feet.

I have attended several seminars, read many books, and sifted through numerous newsletters on customer service, and most were helpful. I have arrived at a list of ways to handle a disgruntled customer, I don't claim it's original but rather a compilation plus personal experience. I recently was slighted by a local company over a minor infraction and I've been thinking about it and thought of how I would want to be treated.

The first rule is ASK - most customers will not complain to you. They simply pay their bill and go complain to anyone who will listen. "I'll never go back there". Each customer should be asked - "How was your experience?" It can be as they're paying out or via a survey (hoping they will return the card) or at anytime during the experience you come in contact with them (my favorite). It can be as simple as "Is everything going okay?"

The second part is LISTEN. What is the customer saying, not only verbally but non-verbally? If they take the time to complain, then it made an impression on them and if you listen they will appreciate the gesture of concern. Remember that listening requires you keep your mouth closed and your attention completely focused on them.

APOLOGIZE, even if the customer is wrong. Be sincere, if you are apologizing for a misunderstanding, say, "We misunderstood what you needed and we're sorry for that". If you are wrong be sure to state, "We were wrong and we will correct it."

Then ASK again, "What will it take to correct this?" Sometimes, it may mean a discount (or free job), it may mean redoing the job, or just maybe, nothing needs to be one. When I complained I explained nothing needed to be done, it was a complaint to make the manager aware that a problem existed and should be addressed for future business. After my complaint the owner said to take the job at no charge; that's not what I wanted, I really wanted an apology and the promise it wouldn't happen again. The owner's attitude was stand offish and unapologetic and he gave me the job which in all likelihood will cost him my future business. Giving the job away isn't always the best answer. I also believe it teaches people to complain about any little thing in hopes of a free or heavily discounted job.

Listen to your customers and they will make you a better business. Award good customers with better service. Punish bad customers by doing the best job possible and not giving them a reason to complain.