Did you know that a complaining customer
could become your best customer?
It's true that dissatisfied customers are less
likely to buy from you again, but this isn't always the case. It
often depends on whether they make their dissatisfaction known.
Naturally, if they remain silent and go elsewhere, you don't
have an opportunity to "fix" the problem. But if
they take the time to tell you about their problem, it usually
means they want to continue doing business with you.
The way you respond ... and how fast ... is
often the determining factor on whether you will be able to
retain the individual as a customer.
Abrupt replies like, "Sorry. It's company
policy," or "Your warranty ran out three days ago,"
or "We don't carry that product anymore," hardly
endears your company to the customer. Far better would be
to explain the reasons why you may be unable to correct the
situation and then offer them some kind of alternate solution.
This could mean refunding their money, upgrading
to a better product, re-doing a job, giving them something
for free, or any number of other monetary compensations. But
sometimes all unhappy customers really want is someone to
listen, to empathize, or to apologize. And sometimes all they
want is assurance that the problem will be corrected.
Never assume that your dissatisfied customers
want the shirt off your back. Ask them what they expect of
you. You may find their request is far more reasonable that
what you envision.
Business owners should never make the judgement
whether the complaining customer is "right" or "wrong."
This accomplishes nothing. The goal is to resolve the complaint
and retain the customer. It may mean swallowing your pride,
but the reward could mean increased profits and a customer
for life.
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
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