One often hears the phrase “the
customer is King” and although some might regard this as a bit of an outworn slogan it nevertheless remains the watchword of most successful businesses that operate in competitive environments.
Businesses cannot afford to ignore the needs and wishes of their customers if they want to stay in
business because dissatisfied customers can easily take their business elsewhere. Knowing what the customer wants and being able to provide it quicker, better and more cost effectively than the competition is essential to the business.
Irrespective of how big the business is, even the sole trader, if you are in business you must be able to handle and deal with customers''
complaints. The fundamental point of departure in
handling complaints is if a customer thinks it is a complaint then indeed it is a complaint. Part of good service delivery is the mindset that the customer is always right until proved otherwise and even then the customer still has the right to be treated courteously.
The best and most constructive attitude to adopt in the face of a complaint is that it is an opportunity to learn and improve on service delivery. One needs to attend to all complaints as important. Remember, be optimistic and see it as free feedback about services. Especially when you as
manager is not direct involved in the day-to-day operations of the business, it could be one of the most important and useful methods to measure the levels of customer care and satisfaction.
Handling complaints in an effective manner makes a statement about the business itself – even if it is about a product your business is not even manufacturing. It shows how important customer care for the business is. Complaints may be responded to in writing (including e-mail and fax), by
telephone or face to face interaction. In each case:
Aim to answer the points raised in the Complaint truthfully and meaningfully
Be non-defensive
Be to the point and avoid jargon
Must be signed by the responsible person in case of written replies
Provide contact numbers
Tell the person what to do if not fully satisfied 10 tips for handling complaints: Keep it simple – customers do not have the world’s time to lodge a complaint
Use the telephone more – depending on the seriousness, try to solve it informally by means of telephone
Find out straight away what the customer wants you to do about the problem – a customer won’t just complain for the sake of complaining.
Find out what he wants you to do and address it.
For less serious matters, a quick apology would be in order – don’t unnecessary prolong a matter.
Give personal and specific feedback – do not make use of a standardized feedback letter.
Treat complaining customers like you would like to be treated.
Do not pass the bucket – You as owner or manager should at least sign any feedback letters and depending on the seriousness of the mater, be involved personally.
Be clear about the solutions you can offer.
Inform customers of improvements you have made as a result of their complaints.
Remember, an increase in complaints can actually be seen as positive – It is an indication that your customers are actually trusting you and still has faith in your business otherwise they would have taken their business elsewhere.
In conclusion, remember, the fundamental principle of ‘putting the customer first” holds as true today as it ever did before.
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