Cranky customers are an inevitable part of doing business with the public. Knowing how to handle these customers can help you save time and energy and spare yourself personal upset. Freelance business consultant Mary Jane Mapes of Kalamazoo (www.maryjanemapes.com), suggests this five-step approach.
Step 1: Listen.
Let the customer vent. Because emotion supersedes reason, it’s best to let an upset customer get it off his or her chest. Attempting to solve the problem too quickly may add fuel to the fire.
Give your undivided attention, maintain eye contact and nod your head to let the customer know you’re paying attention. Once the air in the customer’s emotional balloon has dissipated, you can move toward resolution.
Step 2: Express empathy.
Make a brief statement of concern and understanding. Even if you believe the customer is in error, get past that issue to see how the customer feels. A genuinely concerned tone will go a long way in lowering the emotional response and calming the customer.
Step 3: Solve the problem.
Let the customer know you intend to solve the problem. The goal is to make things right—a win-win solution.
Step 4: Ask the customer for help in solving the problem.
The customer may seek a remedy you are not able or willing to provide. But if you can frame the solution as a set of options for the customer, you give him or her some control. You might ask, “What would you like us to do? Would you like a store credit or would you like a partial refund?” Look for a way to negotiate a mutually agreeable solution.
Step 5: Follow up.
Before the customer leaves the store, get contact information. Let him or her know you intend to follow up, then do it.
For example, suppose a customer accepts an exchange for a shoddy item after being persuaded that it was likely a one-time problem. By calling a few weeks later to see how the replacement is holding up, you are more apt to transform the once-cranky customer into a loyal one.
The immediate goal is to solve the customer’s problem and retain him or her as a customer. But other benefits will result from the properly handled cranky customer.
Other customers may be watching the scene and forming opinions of your customer service. Remember, bad customer service stories spread much faster than good ones! And if you handle the problem very smoothly, you may even get good word of mouth—a retailer’s greatest asset.
