Research shows that only 1 in 26 dissatisfied customers will directly complain to a business, with the remaining showing their unhappiness by leaving and telling other people about their bad experience. This makes customer complaints something you should view in a positive light, as they are giving you the opportunity to put things right and avoid further loses. While these complaints can make you feel defensive, it's vital that you instead take the opportunity to improve and turn those customers into loyal brand followers.
Customers complain because they've experienced a problem related to your business. This signals a disconnect between what the customer expected and what your business delivered. Sometimes this is related to the customer's expectations or assumptions, and other times related to something your business did wrong.
If your business has a complaints handling policy, now is the time to bring that out and follow it through. If not, you need to create one which explains how customers can complain, the steps you will take in handling the complains, some solutions that could be used to resolve the complaints and a timeframe for the process.
Here is an example of a six step process you could use when responding to customer complaints:
Is the customer always right? No, not necessarily. However, when they are making a complaint, it is your responsibility to take it seriously and respond accordingly. Receiving and handling complaints can take an emotional toll though, and that's where you need to have several strategies available:
The bad news is it is inevitable that your business will receive complaints. The good news is that you can use these to your advantage.
Complaints are unsolicited feedback; a way of customers showing you how you could make your business better. Value each one because for every one you receive, you are not hearing 25 others, and 13% of those 25 are telling their friends instead which isn't beneficial to your brand.
It's a good idea to make it as easy as possible for your customers to make complaints because there are some great benefits your business can receive:
So instead of seeing complaints as something negative, welcome them, respond appropriately and make changes accordingly. For further advice and support, we recommend contacting an HR specialist.
Posted: Friday 11 March 2022