6 Reasons Why Complaining Customers are Golden
We don't always think of customer complaints as opportunities, but that's just what they are..
It has probably happened to you. You get an email or even a phone call from someone who is upset or unhappy with this or that about your business. Most of us don’t really care to deal with whiners or complainers, but, if you’ll just take a deep breath and take some time to think about it, many times they offer you some solid insight into your business that you would not have seen. If you just react to their complaint without taking the position that their concern might be legitimate, you will lose many valuable insights and may very likely lose a customer.
After all, they are on the receiving end of your business, and you can’t disregard this. Whether they are just irritated or are really upset for some reason, you need to be prepared for how to respond. Take a deep breath and keep the following in mind the next time you have a run-in with a disgruntled or upset customer.
1. They often identify potential problem areas.
The cause of most customer complaints is failed expectations. It could have been something you said, or failed to say. It could have been something you did or didn’t do. Or maybe your customer is simply confused. Whatever the case, customers are usually unhappy because they expected something from you that didn’t occur, and from their perspective, needs to be remedied. If the cause of their dissatisfaction is reasonable, guess what? They just helped you see something you missed, and now you can take care of it and make your business even better. And that is a blessing. It’s best to make sure you make things right by giving your customer what they expected (if it is reasonable) and then do something else – give an extra gift of value to your customer and a genuine thank you for bringing it to your attention. Their jaw will usually hit the floor. You would be absolutely amazed at how this will turn even the most dissatisfied complainer into an extremely loyal and perhaps even a lifetime (and happy) customer.
2. The complaining customer represents others who won’t say a word.
If you have a customer who makes a complaint about something related to your business, you should assume the there are others who probably had the same issue, but never said a word to you. It’s a well-established fact that the majority of your customers generally won’t utter a peep. They typically prefer to avoid confrontation, and so they will just leave and start doing business with one of your competitors. You want to avoid this like the plague. The best way to do that is to make sure you ask your customers regularly for their candid feedback. And then be sure to make adjustments and let them know what you did.
3. A complaint is often a wake-up call for what your customers really need.
It’s one thing for you to figure out what you think your customers need, but it’s even better when they tell you. Since most customer complaints are based on failed expectations, a complaint is an excellent opportunity to assess how well you are actually meeting the needs of your customers. If more than one customer makes the same suggestion or complaint, guess what? That’s a clue you probably should take a closer look at an issue. You need to figure out if you need to tweak your sales message, your product or service, or the way you provide service and support. Whatever it is, its bound to improve your business because you will be responding to the stated needs of your customers.
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