My 19 year old son is spending the summer guiding groups of people down white water rapids...

It’s a perfect job for a college student who loves adventure, sun, and getting wet. Some days he pilots 4 to 5 raft trips of 8 to 10 people for 1 to 2 hours. Customers are the key to his success, because tips are the majority of his income. One of my favorite stories he tells is of a woman who fell out of the raft and was spinning in a hydraulic current. Covering all the safety tactics that he had learned, my son got to the shore line, tossed her the rope, instructed her to wrap it around her arm, and reeled her to shore as quickly as possible. Quite thrilled with his performance, my son approached the lady expecting some form of gratitude. She screamed, “I now have a rope burn. You idiot!”

The adage, “The Customer is Always Right,” leaves a great deal of room for interpretation. We can however agree that we have all had to deal with customer complaints at some point or another in our careers. As business operators we know “The Customer is NOT always right,” but they are the key element to the success of our business’ future.

Some of us view complaints with contempt and dread. I’ve seen managers flipping a coin or rock, paper, scissor to see which one would have to deal with the criticism. But, I am of the belief that complaints are a positive thing.
When I first started writing for our local newspaper at the age of 16, I read all my column articles to my mother. Her response was always the same, “I love it! Great, great work!” While I wanted feedback, discussion, tips to improve, she just wanted to be a Mom, pat me on the back, and return to cooking dinner. Complaints allow us to see things about our businesses that we overlook. Criticism, if handled correctly, keeps customers’ coming back because in most cases, it forces us to view our service in a different light. It equips us to change for the better.

We have compiled a list of effective ways to teach your team members to effectively handle complaints and to change your business to a customer focussed culture.

Take the Time to Listen

Whether it is a complaint, a question, or an explanation as to why something is being returned, listen to your customers. Do not interrupt them or make light of what is bothering them. Eye contact and a tolerant stance assure the customers their complaint is being considered and heard.

Ask Questions to Understand

Be very specific with your questions so that your customers knows you are interested in what has occurred. Ask as many questions as you need to insure that you understand the situation and that the dialogue between you is correct.

Write Out the Complaint

Have a pen and pad in hand so that you visibly write out the issue once it has been told to you. This makes the customer feel that not only have you listened but that you intend to do something about it. It is appropriate to get the customer’s name, phone number, and email address.

Show Concern for the Inconvenience

Sympathy goes along way. Usually, customers are simply looking for someone to empathize with their struggle. Be courteous and acknowledge you understand they are upset.

Apologize

If you are wrong, make sure you apologize respectfully and promptly to customers. If you do not see your company’s error, apologize to customers that they are upset and feel inconvenienced.

Be Thankful

Show gratitude for their bringing the mistake to your attention. Stress that it is a way to improve your staff and service. Reiterate your deep regret that they have suffered but express your desire to make things better.

Follow Up

Make sure that you call or email customers to insure that the situation was handled to their satisfaction. If they are to receive a free coupon or 20% of the next purchase, ask to be certain they received what they needed. Encourage them to come in the store again and give them confidence that you have handled the situation. It won’t happen again. Make sure they are happy with your service response.

Being in any service industry destines your team to have customer service issues. The companies that use complaints as opportunities to better serve their customers are the ones that succeed.

Reiterate to your team the importance of every person that walks in your business, for without customers there is no business.

by Nora C.Hatchett