Insight

Why unhappy customers can be a ‘gift’

Customer complaints aren’t always negative. Discover how unhappy customers can provide valuable feedback that improves service and relationships.

Dealing with an unhappy customer is one of the oldest and most predictable things an organisation has to perform.

Can you please every customer?  No! – says marketer, entrepreneur, author and retail consultant Martin Butler. In his book “It’s not about us – It’s all about them”, he claims there will always be a 2% that you can’t please.  And that’s OK, because we all need to remember we are not running our business for the 2%.  Rather, let’s focus on pleasing the 98% – they’ll be the ones who keep coming back.

But how can we turn a customer who is complaining, into a customer who is a fan?

Butler argues that going into a conversation with a customer who is unhappy should be viewed “as a gift from a privileged source.”

OK, some of us might not feel like it’s a ‘gift’!  However, if we approach it from that perspective, it will underpin the actions that we can take in response – whether it’s online, person-to-person, via the contact centre, verbal or non-verbal.

Here’s the essence of Butler’s argument.

A truly customer-focused organisation will understand that customers who are complaining are actually in a state of emotional vulnerability.  They might be susceptible, he says, to become a fan if handled swiftly and effectively!  Let’s walk towards helping them, rather than walking away.

What is our “approach mindset”?  Below, are Butler’s Four (4) Principles:

Retain the customer at all costs

It costs more to acquire than retain a customer. We repeat – more to get them than to keep them! Immediate compensation or reward will address the dissatisfaction – the likely result, we hope, should be to keep them as a customer.

Own the problem

Flip the situation. Aim to make the complainant start to feel very special. Personalise the situation by getting someone to own it, and aim for a swift recompense which may be more than they expected. Outcome, happier customer!

Reciprocity

Reciprocity could result in advocacy. Customers who are dealt with quickly, and in a better way than they expected, may wish to show their appreciation in return. Reciprocity is a natural human trait. It’s one big step towards the complainant being a fan of your business, and they eagerly want to tell others how well they’ve been dealt with.

Not the 2 percent

The customer is not always right and time-wasters should be dealt with. They’re likely known to your business, or will become known. Remember you are not running your business for the 2% who will try to rip you off – rather, the 98% who will not!

_______________________________________________

For more information, contact us at Citrus Group Pty Ltd

E:  [email protected]   T:  02 8203 5760   W:  www.citrusgroup.com.au

Share

Latest news & insights

As industry pioneers and leaders we bring you the latest in news and insights.

  • Purpose & Outcome – keys to manage and move your workforce in a crisis

    In times of crisis, leadership clarity matters. Learn how purpose and outcomes help teams adapt, stay focused and continue delivering essential services.

  • “Hire. Train. Lead. Design for Humans.” Keys to great customer service

    Great customer service starts with people. Hire the right talent, train them well and empower teams to deliver better customer experiences.

  • CYBER CRIME – it’s a business risk. Are you prepared?

    Cyber attacks can stop businesses overnight. Learn why cyber crime is a real business risk and how organisations must prepare.