One negative online comment is visible to a very large audience, of which some would be other existing and prospective customers, and worse still, these comments remain online forever. Giving due importance to the words and feelings of customers can save a company from many other problems, and alleviate the possibility of further causes for which customers may complain.
Remember, when customers complain, it is an opportunity that a company must be grateful for, and must use it to strengthen the relationship with the customer.
The better control a company can keep on customer information, the greater the possibility of it enhancing service and product quality, which in turn would bring down the number of customer complaints and enhance feelings of warmth and trust towards the company. When customers complain, a company must remember that it is feedback — how the company uses it, makes it negative or positive. By resolving customer complaints swiftly and efficiently, a company could use it to provide social proof of its commitment to customers, thereby enhancing its chances of attracting new customers.
In addition, a company could use it fix its internal processes and strategies, aligned to the expectations of customers, which in turn would keep customers happy, rather than complaining. We have discussed before that of the many reasons that customers complain, most often, they would do so because a company may have neglected their feelings and emotions.
Rude and shoddy customer service is the top reason for why customers complain and leave a company. Customers perceive poor service as neglect of their feelings and do not hesitate to leave a company irrespective of its products and prices.
The scary part is that when customers complain, it now is usually not directly to the company. It would make sense for a company to therefore, focus on keeping complaints to a minimum, and when customers complain, quickly and thoroughly respond and get down to analysing the reasons for the complaint. Some of the factors to consider would be which customer made the complaint, what could be the basis of the complaint, how often does the particular customer complain, and other such factors.
If the complaint seems to be recurring, the company should rectify it immediately — whatever the reasons for a complaint, a company must take necessary actions to ensure that the complaint does not reoccur. No one may have complained yet but sooner or later someone will. When did you last undertake a quality check of your product?
Random checks can help weed out poor quality workmanship before a customer spots it. When buying your stock or finished item do you test it? Check with your customers — they may want you to open later and close later. Hanging on the phone while it rings and rings is very irritating. It conjures up images of staff sitting drinking coffee and chatting; not the impression you want to portray and not the way to put customers in a buying mood!
Do your staff understand the importance of the phone being answered promptly? Have your staff been trained in getting the best out of your phone system?
Ask a friend or business colleague to ring in and take note of what happens — good and bad. No matter how good your product is one loose cannon in your team can upset everything. What actions can your staff take that can lead to a customer picking up the phone or putting pen to paper?
The way they speak to people is enough to turn the most mild mannered of customers against your company. They act as if the customer is an interference to their daily routine. A person with poor job skills can be taught the relevant knowledge or skills but a person with a generally bad attitude, the proverbial chip on the shoulder, is harder to bring into line. These type of people are the ones who never acknowledge your presence when you are standing in front of them, or still chat away on the phone The solution?
One of these things is bad reviews or excessive complaints. Knowing why complaints are left is a huge part of the battle. Learn more about this here. If a business makes a promise even a small one they need to make sure they keep it. Most people are well-aware of the answer to this question. There is nothing more frustrating for a customer than having to tell their story over and over again.
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