In this issue we’re going to look at your own personal selling tool – your CV; consider the importance of effective problem solving skills and discuss how to turn complaints to your advantage.

• Editor's Desk
• Bite 1
• Bite 2
• Bite 3
• Working Web
• Last Word

Turning Complaints Around

A dissatisfied customer can do great harm to your company. If your company’s goods or services don’t provide satisfaction, they will tell all their friends and business associates, and will go on telling them, probably for years.

So when a customer complains, it is vital to look into the matter as quickly as possible. In fact, by handling a complaint correctly, you can turn an angry customer into a life-long friend, who would rather buy from your company than anyone else.

Customers complain for all sorts of reasons: late delivery; product wears out quickly; product does not perform as expected ...

But no matter what the complaint is about, it should always be handled the same way.

Complaints must be dealt with quickly. They should be dealt with before you do anything else. As soon as you get a customer complaint, put your other work aside, and give it all your attention.

Remember: a dissatisfied customer is angry and disappointed. He’s paid his money – but has not received what he paid for. Now he is having to waste valuable time in complaining to you.

So first, listen to the customer’s story from beginning to end, without saying anything. Take notes, and check all the available information. Make sure he sees you noting everything down: product type, dates, quantities etc.

Your attitude should be helpful and sympathetic. You should be as helpful as if you were selling him something. But don’t go to the other extreme and be humble or defensive.

You should reassure the customer but never admit responsibility until you have looked into the matter fully. On the other hand, don’t blame your company – it is up to you to maintain a good relationship between the two parties.

As soon as you are sure that you fully understand the complaint, you should ask what he would like you to do, to put the matter right. This is essential. How can you satisfy the customer unless you know what he wants?

You should avoid saying things like:

This is the first time anyone has complained about this product.

Or:

You have obviously misused the product.

The first statement implies that the customer is being unreasonable; the second implies he is dishonest. Neither statement will improve his temper.

Sometimes, a product fails to give satisfaction because it is not being used correctly. For example, the buyer of a vacuum cleaner telephoned the store where it had been bought claiming that although he had only had the cleaner a week, it had already stopped sucking up the dirt.

It turned out that the suction hose was blocked with dirt. This is fairly common with vacuum cleaners. It tells you in the hand-book how to clear the blockage, but clearly, this should also have been mentioned to the purchaser when he bought the cleaner.

This type of complaint must be handled with tact. Of course people should read hand-books – but they rarely do. You have to point out carefully that no blame is attached to the product. (But you may have to take some blame for not telling the customer how to use it.) At the same time don’t make the customer lose face.

Often you can settle the complaint there and then, but sometimes, more investigation is needed. (For example, the cause of machine break-downs is not always obvious.) But you should never let the customer feel that you are delaying matters. Whatever you do should be done quickly, and with a positive attitude.

Make sure you keep your Sales Department/Head Office aware of the problem. A quick phone call, followed by a written report is usually the best procedure. But your company may have its own rules on handling complaints – always follow them.

You could need help in investigating the complaint. Your company may need to take immediate action if there is a serious fault on a product or administrative procedures are going wrong. So it’s important that you let them know what is happening. As we have said before, you are the eyes and ears of your company.

As regards the customer, if you can’t deal with the complaint on the spot, confirm in writing what action you or your company will be taking. This gives reassurance and ensures that there can be no argument later about the action you promised to take.

If you or your company are at fault, then admit it – don’t make excuses or tell lies.

By handling a complaint well (and quickly) you will retain the customer’s good-will. In fact, you will actually increase their confidence in your company. This will pay off over the years in orders and customer loyalty. And a customer who gets fair treatment will tell others about it – a valuable form of advertising for your company.

But what happens when you feel that a complaint is unreasonable or unjustified? Customers do, sometimes, complain without cause. So, when a complaint seems unreasonable first try to look at it from the customer’s point of view. What seems trivial to you may be important to them. Consider the future business you may lose if you don’t deal with the complaint to their satisfaction, and act accordingly. They may have made a genuine mistake and if this is the case then explaining the true situation politely should solve the problem.

If they still disagree and the matter seems of little importance it may be best not to argue – simply put the matter right. This may lead to future sales and increased goodwill which makes it worthwhile.

But if you feel that the customer is trying to take advantage of you or that the complaint is a major one and totally unjustified then you must be firm but pleasant. Put your company’s case forward and stick to it. You must, of course, be able to prove that you are right in such circumstances because the customer may take legal action if they feel strongly about the matter.

The most important thing in each set of circumstances is that you should never make the customer lose face. If you do, you will almost certainly lose any future business!