That Customer.
It's 4:45p on a Friday afternoon and that customer calls...
You're ready for the weekend but he has a BIG problem! He's angry
and yelling, insulting and you'd like to transfer him to your
supervisor, but before you do consider this... You're destined for
greatness from this one customer experience!
Ask yourself, why are they so angry and seemingly
irrational?
Understanding That Customer.
To understand how that customer got to the melting
point you have to look at their journey. Most consumers spend a fair
amount of time researching purchases. They didn't know it was your
company when this began, doesn't matter. It is, and in that customers
mind they have invested valuable time in your company. You may have
been the last on the list, but you got the business.
Consider also that you are now in their wallet.
They've invested their hard earned as well! Now that they've
invested time and money in you, it's much more personal. But
they don't know you and are now lending you their trust both
emotionally and financially. You don't own it yet, it is a LOAN.
Now, somehow, something went wrong and if you can manage the emotions
of that customer you will save that customer, perhaps forever.
Understand this, that customer is AFRAID and you have a brief moment
in time to turn this around.
Establishing Trust.
- Diffuse
- Enlist
- Provide
Turn that customer into a life-long fan by diffusing
their fear. Avoid agreeing with the negative and be specific,
avoiding vague commitments on your part. Keep in mind, their fear is
based on the unknown and a fight or flight instinct, which has now
turned to fight. After hearing the customers issue, saying things
like, "Okay great, let's see what we can do..." is going to
freak them out.
Use a calm voice, own the issue and let this
customer know you are there to serve them. Try saying, "I'm
sorry this has happened to you, I'm going to be your partner in
resolving this okay?"
If you get an agreement here, you are now on that
customer's team and you may note a change in attitude immediately. Be
careful here, the goal is to enlist their help in achieving the
mutual goal of satisfaction. You are not out of the woods without
providing solutions.
Earning That Trust.
Service positions have limitations, so
know them. Never promise things you cannot deliver, or lay blame on
another division or department. Remember, you own this. If you cannot
resolve the issue in that first call you need to let them know that
and if you may not be the one to follow-up, you need to let them know
that as well including who will contact them and when that contact
will occur within your ability. Providing solutions does not always
mean that you've resolved the issue, that may be out of your control.
(I once had a Customer Service call, where after two minutes of
panicked venting helped the caller to realize they had contacted the
wrong company. I gave that person the proper contacts, it was all I
could do. They were so grateful that when I asked if they would like
a catalog from my company, they agreed enthusiastically.)
If you can resolve the issue in that
contact, let them know immediately. Advise them early on of what
you'll be doing to help them and how long it will take. These simple
things will manage any remaining anxiety and expectations that
customer may have.
By removing the fear factor, enlisting
that customer, and providing the best possible solutions you'll make
a positive experience for your customer, your company, and for
yourself.
If you'd like to re-tool your Customer Service Team, or build your personal game feel free to contact me.
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