Don't be Dead Right

Learn to use complaints to show people who you really are and establish your brand.
 
Once upon a time, the customer was always right. They could scream, rant, and call you names and you had to take it.
 
This eventually changed, as well it should have. No one deserves, or should have to allow another person to treat them with such disrespect. However, the pendulum seems to have swung too far in the opposite direction, where the customer’s opinion is irrelevant.
 
There are 3 ways you can respond to a customer complaint:   

1. Ignore them – Cross your fingers and hope it goes away. Sometimes it will seem like it has. Just remember that for every person that lodges a complaint, there are dozens, if not hundreds of others who had a similar concern but didn’t express it.
2. Argue with them - Tell them how you’re right and why they are wrong.
3. Listen to their feedback – Somehow listening to complaints and responding in a courteous, understanding manner is no longer the norm. I’ve even heard it described as “kissing their ass”, and is something many business owners feel they are above doing.

Each of these responses has a predictable outcome:

1. If you ignore them - In today’s world of internet marketing, where things can go viral in hours, ignoring a public complaint is like paying thousands of dollars for market research and then ignoring the results. One comment can be seen by hundreds of thousands of people who will be watching for your response. Even if it’s only a dozen people, people will talk, and when it comes time to buy, they’ll remember.
2. If you argue with them - This reminds me of something my gramma used to say. When crossing the street you may have the right of way but you still better watch for oncoming traffic because it’s better to be wrong than dead right. As a business, customer complaints are your oncoming traffic. You may be right, you may win the argument, but you won’t win loyalty or their repeat business. What you will do is alienate them, and everyone they talk to.
3. If you listen to their feedback – Listening isn’t kissing ass. Listening gives you valuable insight into how the minds of your market are experiencing you. It gives you the chance to go above and beyond and to offer them the chance to come back.

The way Starbucks handles complaints is a great example of a happy middle ground. I’ve had a number of less than stellar experiences with Starbucks, not because they are inherently bad (I know there are those of you who would disagree) but because they are a large corporation with a lot of moving pieces, and are staffed by humans. We all know that to err is human, so sometimes Starbucks employees make mistakes.

Whenever I’ve had a Starbucks complaint to lodge, whether it was about grounds in my cup, slow response time, or inappropriate comments made behind the counter, the reaction I’ve received EVERY time, went like this:

1.    We’re really sorry that happened.
2.    Let me give you another drink.
3.    Here are coupons for future visits.
4.    Thank you for letting us know.

Not once did they become defensive or argumentative. I was never told I was wrong. Their response told me in no uncertain terms that my business with them is valued and they’ll do whatever it takes to make me happy. Even if it costs them a couple cups of coffee, they know that it could cost them even more in lost revenue and a soiled reputation. 

Reframe

Great Client Care or Customer Service isn’t about kissing ass; it’s about good business practice. There are times when you need to let a client or customer go, fire them even, because they’re a bad fit. Make sure you’ve exhausted the possibilities of turning them into people who’ll be loyal for life and give you the word of mouth referrals that rule today’s marketplace before dismissing their feedback out of hand. And certainly don’t let your ego dictate your policy.