WELCOME TO UNIT 4

Unit 4 Recovering From and Winning Back the Angry Customer Objectives Describe the five types of customers who defect and why they do so Describe the various types of feedback survey instruments Identify ways to recover from an angry customer Identify the key points of a win-back message Describe the steps involved in solving customer problems Identify techniques to better manage time

Understanding Why Customers Leave 1.Unintentionally pushed-away 2.Intentionally pushed-away 3.Pulled-away 4.Bought-away 5.Moved-away Indications that a customer is defecting –The squeaky wheel –The product return –The quiet customer –A slow pay –Falling revenue and reduced sales volume

Getting Feedback from Customers Feedback Tools –Web-based surveys –Mailed surveys –Telephone surveys –Comment cards –Focus groups –Feedback forms

Issues to Measure on Feedback Surveys Ability to meet deadlines and on- time delivery Accurate invoice amounts Clear and helpful invoices Clear and helpful quotes, estimates, and proposals Follow-through on commitments Overall value and range of products and services Presence of competent people and helpful CSRs Price Problem-resolution approach Prompt problem solving Prompt shipments Quality of product or service Shipments that match orders and specifications

Feedback Sources Employees Comment cards Competition Documentation and records Mail surveys Telephone surveys

The Mystery Shopper A third-party person who anonymously and objectively evaluates a business relative to customer service, product quality, store presentation, and other areas These evaluators follow specific instructions during visits, complete written reports, and help to identify strengths and weaknesses of the business being visited

Interpreting Customer Feedback Use thorough data-gathering and analysis techniques before acting on complaints. Do not spend lots of time, energy, and money gathering complaint data and then do nothing with it. Do not take feedback results personally. Inform customers about the impact their feedback has had on the way issues will be addressed.

Recovering from the Angry Customer Listen and empathize Apologize Fix the problem quickly and fairly Keep your promises Make realistic and achievable promises Thank the customer Offer some form of compensation Follow up

An Effective Win-Back Plan Win-back messages should –Acknowledge the customer’s past patronage –Point out improvements and changes made since the customer’s decision to stop buying –Emphasize the ease with which the customer can re-engage and place another order –Provide a financial incentive, if possible

Practicing Problem- Solving Skills Problem solving with customers is a process that involves four steps: 1. Determine whether the situation is a disagreement or a true conflict of interest. 2. Analyze your interests and the customer’s interests. 3. Brainstorm solutions and generate ideas together. 4. If step 3 doesn’t resolve the situation, make some mutual low-priority concessions.

Improving Time-Management Skills While organizing your time, ask yourself: –What do I want or need to do that I am currently not doing? –What do I want or need to complete that has not yet been completed? –What do I want or need to start that has not yet been started? –What do I want or need to say that I am not saying?