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Saluting the Squawkers:
Complaints Often Key to Improving Sales, Retention and Loyalty
It's said nobody likes a complainer. I beg to differ. In
customer service a complainer is doing you a favor. They are
the extension of your research, testing and quality
assurance departments. Although essentially unpaid, they're
providing you with invaluable, often real-time feedback on
what isn't working in your business or your relationship
with them. Try to put a price tag on that!
We know from surveys that most unhappy customers voice their
displeasure with their feet and they just walk. They simply
go away. No fanfare, no pronouncements. One day they're
disgruntled, the next they disappear.
You belatedly discern they've left — but why? What happened?
By then, it's probably too late. So let's celebrate the
complainers. Let's salute the squeakers. The data they
provide make improvement possible. Their feedback gives you
end-user validation of your processes and procedures, your
product lines and service levels.
Since most customers are convinced you either don't care or
won't change, those that care to share should be valued and
rewarded. Be open to their feedback. See the long term value
of fixing a problem this customer has experienced. For each
customer who complains many more may have already moved
away, or will soon if you don't fix your problem.
Make it easy for customers to give you feedback and listen
generously when they do come forth. Telling a customer
"nobody else has complained" misses the point. Consider the
following action steps to leverage complaints into
constructive improvement:
Thank customers for taking the time to let you know of their
less than stellar experiences.
Honor their courage in speaking up
Reward their input in little yet meaningful ways:
complimentary items, discounts, future preferential
treatment, etc.
When you act on their complaint let them know you've done so.
They'll feel their power and your responsiveness will
strengthen the bond between you and them.
In its own way a complaint is a compliment — they cared
enough to let you fix the problem. They think you're capable
of doing so and will be delighted when you do. They're a
customer worth saving!
Craig Harrison
www.ExpressionsOfExcellence.com
Book Craig's Listening
presentation for your company, association or workgroup:
http://www.ExpressionsOfExcellence.com/listen.html
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Listening -- The
Forgotten Communication Skill class and workbook:
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