After Sales Service Complaints Process How Do You Get Value From Angry Complaining Clients

Writen by Adrian Pepper

The other day I was standing in the Complaints and Returns queue in a store when I experienced the customer in front being handled in a highly effective and professional manner. I was so impressed that I watched closely as the shop assistant listened, took responsibility and acted:

Listen fully to the complaint

1. Listen without interrupting to show that you understand how the customer feels as well as what they are saying.

2. Analyse the problem by listening for and working out the differences between:

• Facts (the invoice has three errors in it);
• Assumptions (it was clearly done in a rush by incompetent staff);
• Generalities (your junior people are not up to it); and
• Emotions (I feel let down).

3. Work out the reason behind their rage

• Do they feel blamed for your failure (at home or at work)?
• Do they feel your firm is deaf
• Do they feel you have broken your sales promise?

4. Stay very calm to help your customer to dissipate their high emotions.

Take responsibility and act now

5. Make a quick recovery if possible and focus on this solution rather than the causes of the problem.

6. Take responsibility for achieving a full resolution and for communicating with the client - most people will be soothed by knowing progress is happening.

7. Win back the client by making a great recovery to deepen the customer's loyalty - and they may well tell their friends and contact how well you and your company responded to their complaint.

Then prevent future complaints

8. Carefully note the facts and events that led to the complaint (while avoiding placing blame).

9. Take preventive measures and tell the customer how you will stop the problem recurring. Complainants feel better if they have had a positive impact on life.

If you follow these nine steps in listening, taking responsibility and acting, you will not only handle your customer's complaint effectively but you will also recover the loyalty that satisfied customers give you as your business succeeds and grows.

Adrian Pepper coaches people through business and personal difficulties, helping companies figure out what to do, how to move forward and what to get organised. You can contact him through Help4You Ltd, through his website at www.help4you.ltd.uk or by phone +44-7773-380133. At feeds.feedburner.com/help4you, you can listen to his podcast for small businesses.