Processing Angry Customer’s: Sour Apples Into Cider H O N E Y ‘S R K T Processing Angry Customer’s: Sour Apples Into Cider Ed Mahoney Associate Professor Michigan State University

Complaints = Opportunities H O N E Y ‘S R K T Complaints = Opportunities Keeping the customer satisfied and happy is what matters. What's the best method of handling the dreaded customer complaint? Try the "personal touch method." Here is a formula I have developed and used over and over. To institute this method you must first and foremost take responsibility even if the fault isn't yours, or you won't be the one who handles it. The customer doesn't care. He's pissed. He just wants you to handle it -- now. Here are 15 steps to taking responsibility when dealing with unhappy or dissatisfied customers. Not only does this method work, but it provides for a self-analysis at the end to prevent the same problem from occurring again. All 15 steps must be used or loss of a customer will result: 1. Tell them you understand how they feel. 2. Empathize with them. (Cite a similar situation, tell them that it makes you mad too, tell them a similar thing happened to you). 3. Listen all the way out. Make sure the customer has told you everything. Don't interrupt. Ask questions. 4. Agree with them if you can -- never argue. 5. Confirm that all is out and that they have said all they want or need to say. 6. Be an ambassador for your company. Tell the customer you will personally handle it. 7. Don't blame others. Admit you (and or the company) were wrong and take responsibility for correcting. 8. Don't pass the buck -- "It's not my job," "I thought he said . . .," "She's not here right now," and "Someone else handles that," are words that are never applicable or acceptable to the customer. 9. Respond immediately. When something is wrong, people want (and expect) it to be fixed immediately. The customer wants it perfect. 10. Find some common ground other than the problem. Try to establish some rapport. 11. Use humor if possible. Making people laugh puts them at ease. 12. Figure out, communicate and agree upon a solution or resolve. Confirm it (in writing if necessary). Do it! 13. Make a follow up call after the situation is resolved. 14. Get a letter if you can. Resolving a problem in a favorable and positive way strengthens respect, builds character, and establishes a solid base for long term relationships. Tell the customer you would appreciate a sentence or two about how the situation was resolved. 15. What have I learned and/or what can I do to prevent this situation from happening again? Do I need to make changes? It is important to be aware of some practical realities when trying to accomplish the task of satisfying the customer. They are: Customers know exactly how they want it or exactly what they want, but may be lousy communicators and not tell you completely or tell you in a way that is difficult to understand. Remember you're the customer elsewhere -- and think of how you expect service when you're the customer. Every customer thinks he or she is the only one you've got. Treat customers that way. Make them feel important. The customer is human and has problems just like you do. The customer expects service at the flip of a switch. It all boils down to you. The customer's perception is reality. How big a deal is it to try to give them what they want? Customers talk to their associates, friends and neighbors. Here is the number of people they will talk to based upon how well you handle their complaint: if you do a good job, three; if you do a great job, 10; if you do a bad job, 25; if you do a real bad job, 50; and you will be on the 6:00 news if you do a horrible job. When you satisfy unhappy or dissatisfied customers, and you can get them to write you a letter telling you they're happy and satisfied now, I'd say you have a solid shot at a long-term relationship. If the problem is left unresolved, a customer will surely find your competition.

M A H O N E Y ‘S R K T Customers from hell !!!!!!!!!! Keeping the customer satisfied and happy is what matters. What's the best method of handling the dreaded customer complaint? Try the "personal touch method." Here is a formula I have developed and used over and over. To institute this method you must first and foremost take responsibility even if the fault isn't yours, or you won't be the one who handles it. The customer doesn't care. He's pissed. He just wants you to handle it -- now. Here are 15 steps to taking responsibility when dealing with unhappy or dissatisfied customers. Not only does this method work, but it provides for a self-analysis at the end to prevent the same problem from occurring again. All 15 steps must be used or loss of a customer will result: 1. Tell them you understand how they feel. 2. Empathize with them. (Cite a similar situation, tell them that it makes you mad too, tell them a similar thing happened to you). 3. Listen all the way out. Make sure the customer has told you everything. Don't interrupt. Ask questions. 4. Agree with them if you can -- never argue. 5. Confirm that all is out and that they have said all they want or need to say. 6. Be an ambassador for your company. Tell the customer you will personally handle it. 7. Don't blame others. Admit you (and or the company) were wrong and take responsibility for correcting. 8. Don't pass the buck -- "It's not my job," "I thought he said . . .," "She's not here right now," and "Someone else handles that," are words that are never applicable or acceptable to the customer. 9. Respond immediately. When something is wrong, people want (and expect) it to be fixed immediately. The customer wants it perfect. 10. Find some common ground other than the problem. Try to establish some rapport. 11. Use humor if possible. Making people laugh puts them at ease. 12. Figure out, communicate and agree upon a solution or resolve. Confirm it (in writing if necessary). Do it! 13. Make a follow up call after the situation is resolved. 14. Get a letter if you can. Resolving a problem in a favorable and positive way strengthens respect, builds character, and establishes a solid base for long term relationships. Tell the customer you would appreciate a sentence or two about how the situation was resolved. 15. What have I learned and/or what can I do to prevent this situation from happening again? Do I need to make changes? It is important to be aware of some practical realities when trying to accomplish the task of satisfying the customer. They are: Customers know exactly how they want it or exactly what they want, but may be lousy communicators and not tell you completely or tell you in a way that is difficult to understand. Remember you're the customer elsewhere -- and think of how you expect service when you're the customer. Every customer thinks he or she is the only one you've got. Treat customers that way. Make them feel important. The customer is human and has problems just like you do. The customer expects service at the flip of a switch. It all boils down to you. The customer's perception is reality. How big a deal is it to try to give them what they want? Customers talk to their associates, friends and neighbors. Here is the number of people they will talk to based upon how well you handle their complaint: if you do a good job, three; if you do a great job, 10; if you do a bad job, 25; if you do a real bad job, 50; and you will be on the 6:00 news if you do a horrible job. When you satisfy unhappy or dissatisfied customers, and you can get them to write you a letter telling you they're happy and satisfied now, I'd say you have a solid shot at a long-term relationship. If the problem is left unresolved, a customer will surely find your competition.

M A H O N E Y ‘S R K T Customers from hell !!!!!!!!!! Keeping the customer satisfied and happy is what matters. What's the best method of handling the dreaded customer complaint? Try the "personal touch method." Here is a formula I have developed and used over and over. To institute this method you must first and foremost take responsibility even if the fault isn't yours, or you won't be the one who handles it. The customer doesn't care. He's pissed. He just wants you to handle it -- now. Here are 15 steps to taking responsibility when dealing with unhappy or dissatisfied customers. Not only does this method work, but it provides for a self-analysis at the end to prevent the same problem from occurring again. All 15 steps must be used or loss of a customer will result: 1. Tell them you understand how they feel. 2. Empathize with them. (Cite a similar situation, tell them that it makes you mad too, tell them a similar thing happened to you). 3. Listen all the way out. Make sure the customer has told you everything. Don't interrupt. Ask questions. 4. Agree with them if you can -- never argue. 5. Confirm that all is out and that they have said all they want or need to say. 6. Be an ambassador for your company. Tell the customer you will personally handle it. 7. Don't blame others. Admit you (and or the company) were wrong and take responsibility for correcting. 8. Don't pass the buck -- "It's not my job," "I thought he said . . .," "She's not here right now," and "Someone else handles that," are words that are never applicable or acceptable to the customer. 9. Respond immediately. When something is wrong, people want (and expect) it to be fixed immediately. The customer wants it perfect. 10. Find some common ground other than the problem. Try to establish some rapport. 11. Use humor if possible. Making people laugh puts them at ease. 12. Figure out, communicate and agree upon a solution or resolve. Confirm it (in writing if necessary). Do it! 13. Make a follow up call after the situation is resolved. 14. Get a letter if you can. Resolving a problem in a favorable and positive way strengthens respect, builds character, and establishes a solid base for long term relationships. Tell the customer you would appreciate a sentence or two about how the situation was resolved. 15. What have I learned and/or what can I do to prevent this situation from happening again? Do I need to make changes? It is important to be aware of some practical realities when trying to accomplish the task of satisfying the customer. They are: Customers know exactly how they want it or exactly what they want, but may be lousy communicators and not tell you completely or tell you in a way that is difficult to understand. Remember you're the customer elsewhere -- and think of how you expect service when you're the customer. Every customer thinks he or she is the only one you've got. Treat customers that way. Make them feel important. The customer is human and has problems just like you do. The customer expects service at the flip of a switch. It all boils down to you. The customer's perception is reality. How big a deal is it to try to give them what they want? Customers talk to their associates, friends and neighbors. Here is the number of people they will talk to based upon how well you handle their complaint: if you do a good job, three; if you do a great job, 10; if you do a bad job, 25; if you do a real bad job, 50; and you will be on the 6:00 news if you do a horrible job. When you satisfy unhappy or dissatisfied customers, and you can get them to write you a letter telling you they're happy and satisfied now, I'd say you have a solid shot at a long-term relationship. If the problem is left unresolved, a customer will surely find your competition.

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