Turn Customer Complaints into Opportunities

The majority of us have heard the saying “you can’t please all the people all the time.” While that statement is true, it doesn't mean you shouldn't try! As a business owner, how do you handle your customer complaints? Do you just sweep them under the rug or do you think of it as an opportunity to do better?

When a customer complains think of it as an opportunity. Consider these three things:

It’s a great opportunity to get feedback about things that may not be working right and to make corrections in that area.
It’s an opportunity to change a disgruntled customer into a loyal customer.
It’s an opportunity to head off any “word-of-mouth” negative publicity.

Here are some suggestions that may help convert a negative into a positive outcome.

Initial response. You should avoid being defensive and blaming the customer or saying “it’s not my fault." Instead, be respectful and helpful. What can you do to make things right?

Understanding the complaint. What is the customer’s complaint? The customer may be angry and even yelling, but if you stay calm and make sure the customer knows you are listening to them. It will help to defuse the situation if you show empathy to your customer. Get all the facts. By gathering the facts you will have valuable feedback that not only tells you what the problem is but will also help you discover what went wrong.

Fixing the problem. You need established procedures in place stating who has the responsibility and the authority to correct the complaint. For instance, do your employees need managerial approval to compensate the customer with an upgrade or refund? Make sure that your employees understand what actions to take in order to remedy your customer’s immediate concerns.

Follow up. After the problem has been resolved, you may just be able to turn that disgruntled customer into a loyal customer by following up with a phone call or writing a letter. Your customer will appreciate the gesture.

At Summit CPA we offer multiple resources that will help get your business on the right track. By utilizing our Virtual CFO we have the capability to assist you virtually anywhere in the USA. If you need assistance, contact our office at (855) 977-7623 to schedule an appointment with our advisors.