The Six Golden Rules of Satisfying the Unhappy Customer

The focus of all modern management thinking, and strategic business practice, has to be the customer. Keep your customers happy and your sales will continue to soar. Neglect them, or take them for granted, and your bottom line will suffer accordingly.

When responding to a customer who has a complaint, keep these six rules firmly in mind:

1. Listen with understanding and sympathy: This defuses anger and demonstrates your concern. Tell the customer something like "I am sorry you have been inconvenienced. Tell me what happened so I can help you.” It is vital to show a sincere interest and willingness to help. The customer's first impression of you is all important in gaining cooperation.
2. Take responsibility: No matter what or who caused the problem, never, ever blame or make excuses. Instead take full responsibility and the initiative to do whatever you can to solve the problem as quickly as possible.
3. Paraphrase and repeat: Whenever you hear an important point from the customer, say "Let me make sure I understand. You were promised delivery on the 10th and you did not receive the product until the first of the following month. Is that correct?”
4. Find out what the customer wants: Is it a refund, a credit, a discount, or a replacement? The customer is complaining because of a problem that he or she wants solved as quickly as possible. Find out what the problem is so you can work toward solving it and not toward a solution the customer doesn’t want.
5. Propose a solution and gain the customer’s support: When the customer tells you what he or she wants, the solution is usually obvious. State your solution in a positive manner: "I will be happy to give you a full credit for it or other merchandise. Is that acceptable to you?” If it is acceptable, act promptly.
6. Never let customers lose face: If the customer does not like your solution, ask what would be considered a fair alternative. If you cannot meet the request, say so, but never say the customer is wrong, and never get into an argument with a customer. It is vital to be considerate of the customer’s feelings and to be courteous. Sometimes the customer knows full well that there is nothing you can do. All the customer really wants is someone to hear and respect his or her point of view, and you can always do that.

Do remember that a customer’s loyalty is only as strong as the success of his or her last contact with you. Remember also that by transforming an unhappy customer into a satisfied one, you prove that you value the relationship, and this may well lead to a strengthened relationship and repeat business.

Jonathan Farrington is a business coach, mentor, author, and consultant who guides companies and individuals toward optimum performance levels. He is chairman of the Sales Corporation, CEO of Top Sales Associates, senior partner at the JF Consultancy, and chairman of the executive board for Top Sales Experts.