This week, a Which? survey revealed the best and worst UK brands for customer service. It may not be surprising to find the energy and telecommunications giants we all have to deal with on a regular basis featuring at the worst end of the list, but what we would do if we were in their shoes?
Is it possible to turn customer dissatisfaction into brand loyalty or can the damage never be reversed?
When your job is your business, giving in is not generally an option. There is, or at least should be, something you can do to appease an unhappy customer and show them that their custom matters to you. Just uttering the words may be enough in some cases, but at other times you may need to make additional gestures to show you have gone out of your way to fortify the working relationship.
It may all depend on the cause of discontent – is it a genuine error which somebody needs to be held accountable for or is it simply a misunderstanding? It may not necessarily be your fault that someone has complained, or indeed the fault of anyone within your organisation, but how you handle the situation could make all the difference between losing an angry customer who could taint your brand name via social media, or appeasing that customer and retaining their loyalty.
If you need to diffuse a negative situation with a customer, here are some tips to follow:
1) When dealing with an angry customer it can be helpful to bring a senior member of your team into the conversation early on – this shows the customer that their complaint merits the attention of an important member of the organisation and can reassure them the grievance will be dealt with effectively.
2) Always take the time to listen to a complaint so you can get to the bottom of exactly what the issue is. Sometimes this is will be all that is needed to clear the air, plus it will benefit your business in the long run as you will gain a deeper understanding of the likely issues you may encounter with your target audience. Try to avoid an emotional response as this could make the situation worse.
3) Offer, share or make something free. As a gesture of goodwill, to show you are sorry and to reinforce your brand you could consider giving your customer a refund or making their next purchase free of charge. If you want to go one step further why not consider a small gift such as a box of luxury chocolates to show them how valuable their custom is?
4) Make time to follow up with the customer to demonstrate a personal service and retain the positive feeling towards your brand. You may like to also use this follow-up as an opportunity to send a small gift of appreciation to thank the client for their loyalty and reinstate any positive feeling they may have lost towards you. A branded box of luxury handmade chocolates will make the client feel special and hopefully demonstrate that you have taken the time to carefully consider your gift choice.
5) Make your response public. Many complaints nowadays will take place online via a brand’s social media channels, as this is the first place unhappy customers often to go to vent their frustration, particularly after hours. If the complaint came in via social media, make sure you address it there promptly and using a standard procedure so that your other customers and followers can see how effectively you deal with customer dissatisfaction.
At Chouchoute we offer a bespoke corporate gift service, creating the perfect boxes of luxury chocolates for every business occasion. Whether you have made a mistake on a customer’s invoice and need to say sorry or want to reward the loyalty of a long-standing customer who recently made a complaint, we can create a suitable gift that will make your recipients feel valued.
Please contact us on 0121 314 3472 to discuss your requirements or click here to view our client appreciation gift ideas.
