The following is claimed to be an actual radio transmission intercepted some years back off the coast of Newfoundland.
R
Real or not, the message is a powerful one!
O
O
Operator #1: "Oncoming vessel, kindly alter your course 15 degrees east - over"
Operator #2: "Actually, we would be pleased if you were to alter your course 15 degrees - over"
Operator #2: "Actually, we would be pleased if you were to alter your course 15 degrees - over"
Operator #1: "We are a US Navy Vessel. We repeat, alter your course 15 degree east - over"
Operator #2: "We repeat, it would be best if you were to alter your course and go around - over"
Operator #1: "LISTEN! WE ARE A UNITED STATES AIRCRAFT CARRIER, A FORMIDABLE VESSEL OF WAR! WE COMMAND YOU TO ALTER YOUR COURSE IMMEDIATELY! -over"
Operator #2: "We’re a lighthouse…your call."
The Message: No matter how strong you think your position may be, there are times when it is simply better to ‘go around’. This is especially important to remember when dealing with customer complaints.
If your initial reaction to a complaint situation is to try to establish who is at fault, or worse yet, to enter into a heated debate over who is right and who is wrong, there is a extremely good chance you’ll find yourself on the losing end.
I'm not suggesting the customer is always right. Often they are not. But regardless of who is right, or wrong, or even who wins the argument; if that's your main concern, you'll no doubt lose the business ...and in my books, that makes you the loser.
To be truly effective in the complaint handling and customer retention game, you must be objective. To be truly objective, you must first hear and acknowledge the customer's point of view, then force yourself to focus not on who is right and who is wrong, but rather on finding ways to put things right!
Right or wrong, your customers have as much right to be heard as you do. Once they have had their say, and you have had a chance to come up with a reasonable, well-informed and solution-based response, they’ll be much more inclined to listen to and appreciate your suggestions.
Take this approach and chances are you'll retain the customer and eliminate the possibility that they'll speak badly of you and your business to others. And even better than that, there is a substantial amount of research indicating customers who have had a complaint that has been effectively resolved, tend to be more loyal and better advocates than those who have simply never had a problem.
O
In the service business, every decision you make
and every action you take adds to, or detracts from
the customer experience. You can either take time
to think them through, or not - it's your call.
To comment on this blog click on 'comments' below. To read previous articles, see the Blog Archive (lower right) and to become a Wavemaker Blogs follower, click on 'Follow' (just above Archive).
If you would like to know more about how Wavemaker Consulting can help your company improve the customer experience you provide, visit our Website, or email us at wmconsulting@live.com
Great article again, Jim, and some very pertinent advice.
ReplyDeleteOne very important aspect of customer service that is perhaps often given insufficient weight concerns employee motivation to actually give that service. Contrast this with the often exceptional customer service given by small, owner run businesses. Therein, perhaps lies an answer to motivating employees.
I actually covered this myself in an article on my blog last year. If you're interested you can find it here.... http://makingdollars4u.com/blog/?p=11
Your lighthouse scenario demonstrates a powerful point. Great article!
ReplyDeleteI can certainly attest to the wisdom expressed in this article, if not from a dealing with customer complaints perspective, then from the perspective of being on the losing end of a recent encounter with my significant other. I only wish I read it before going up against "She who must be obeyed!"
ReplyDeleteKeep 'em coming.
We must always remember that customer complaints are only expressions that our product/service has not met the client expectations. Proper resolution creates a win/win experience and can translate a negative perception into a client advocate. If complaints are viewed in the context of win/lose, you will never satisfy the client. Your call, would you prefer a client advocate or client advesary? Always enjoy hearing the lighthouse story.
ReplyDeleteLoved it, but, didn't you use that one on me in a training conference sometime in 1843?
ReplyDeleteKeep it up-Ray
Hey Jim. The ladder of inference plays a strong part in how we approach this stuff. Getting to the facts behind the story and feeling. Seek first to understand then be understood. Glad to see you're going great guns! James
ReplyDelete