May 30, 2008
A couple of weeks ago M$M #3 talked about how to maximize your advertising and marketing dollars with a solid offer presented creatively. You may remember I wrote that “advertising is simply a promise of performance. Will the customer experience the promise from your advertising inside your business? “ The promise made comes from not only advertising but also from your sales people or staff on the floor.
What happens if a client or customer does NOT experience the promise?
M$M: I came across an interesting article written by Ben Barry some time ago that deals with client and customer complaints. This is one of the most important marketing activities you can do for your business. I have edited it for length and added a couple of my own thoughts. I hope you will find it helpful.
The Disgruntled Customer: How to Deal with Customer Complaints.
All business owners fumble. Whenever customers complain, they are actually assisting in building your business.
Critiques reveal something unfavourable about your offering that you previously did not know. You were only made aware of the error because the customer told you. In fact, seeking this same feedback motivates big business to pay expensive marketing consultants and researchers. You get it for free.
Complaints also allow you to create a stronger and more profitable relationship with consumers. When properly managed, complaints turn into increased customer satisfaction, loyalty, and referrals.
The following are important steps for turning a negative into an important positive:
Immediacy. Deal with the complaint within the day.
Apologize. When you receive a complaint, apologize first and foremost. Your apology shows the consumer that their experience is of utmost importance to you.
Understand. Summarize the customer's problem to them.
Take Responsibility. Take full blame for the problem, even if others were more responsible than you. Do not make excuses.
Composure. When addressing a complaint, remain calm.
Be Confident. In order for the customer to have confidence that their complaint is being handled correctly.
Repatriation. To further show consumers that their negative experience will not repeat, provide them with an incentive to return to your business
Thank You. Thanking them reaffirms that you were listening, and they are likely to remember that you thanked them for bringing a problem to your attention. Follow up in writing.
Customers have an amazing ability to express the smallest level of disappointment, but they will also tell everyone about an amazing experience.
Please feel free to forward A MOOD$WiNG MINUTE to a friend.
Thank you for your feedback, M$M is now going out to over 140 broadcasters and business people from coast to coast.
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Stay in a good mood,
Brad
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