6 Reasons Why Complaining Customers are Golden

With Some Tips on How to Respond

Tt has probably happened to you if you own your own online business. 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.

4. When they are done complaining, they will talk with others. It's SO important to remember that the way you handle a customer complaint is not the end of the matter! In fact, it's actually much closer to the beginning. A complaint is a tremendous opportunity if you handle the situation tactfully. This is because if you listen and respond to a complaint by fixing what was wrong, and send your customer off with a gift and a thank you ? they will tell at least 10 other people about their experience. That's called word of mouth advertising ? the most powerful form of advertising on the planet ? and that's where your opportunity lies. And though it may not result in more customers for you, it just might ? and in any event, it sure can't hurt. You need to keep in mind that this door swings both ways. If you fail to resolve a complaint, they will talk with even MORE people about it! This can cause great damage to your online reputation ? a mortal blow to the trust you seek to cultivate with your customers and prospects, which, by the way, is the most important online commodity you have.

5. customer is far more important to your business than a prospect. With all the emphasis most online business owners put into marketing, it's easy to overlook this simple fact. A focus on marketing can be a distraction from investing more time on and with your customers. If you treat a complaining customer with respect, tact, care, and genuine understanding ? you might wind up keeping them in the end ? especially if they believe that their concerns are appreciated and will be corrected immediately. Don't forget, it's FAR less expensive (both financially and in many other ways) to keep an existing customer than it is to find a new one. You might even want to follow up and tell your customer what actions you intend to take as a result of their complaint or suggestion. And then be sure to follow-up with them again and tell them what you actually did. If they see that kind of response from you, what will they think? They will know you value their feedback ? and for many customers ? that makes all the difference ? even if you fail to remedy the issue completely. Keep in mind that ANY time you have an opportunity to connect in a positive way by giving a customer positive news is great for your business, and puts them in a better frame of mind towards you - which means they will be more likely to think of you the next time they need a solution you have to offer. Because you've effectively communicated that you are responsive to their needs.

6. Fixing complaints removes excuses to not buy from you. If you invest the time and energy to eliminate the cause(s) of failed expectations your customers come up with, guess what you've just done? You've just taken away more roadblocks that might otherwise prevent them from buying from you. So, my motto is, I want to hear all about it when my customers are unhappy! Because the more I hear, the more I can take action to demonstrate that what they want is important to me. Working to eliminate obstacles on their behalf causes my customers to see me as one of their solution providers ? and ultimately, their BEST choice.

© 2005 - all rights reserved worldwide

Updated 01/17/05

Kevin Wirth is the owner of KEVS-KORNER ezine, a free online newsletter offering articles, tips, resources, and insight on over 150 different marketing tactics. He is bringing together a growing community where you can work with others to create and market products online. To discover how Kevin can help you grow your online business, and get a free gift just for visiting, please head on over to http://www.kevs-korner.com.

---

4 Tips Toward Overcoming Bad Customer Service

Customer service is the pits, you say. You are not... Read More

A White Paper: Profiting with Kindness

In 2002, there wasn't much interest for Kindness in business,... Read More

Client Service as a Competitive Advantage

As someone who has been heavily involved facilitating strategic planning... Read More

Turning Customer Mistakes Into Raving Fans

When you make a mistake with a customer, should you... Read More

Provide Exceptional Value - Grow Your Business

The primary objective of a business is to get and... Read More

Have You Hugged a Customer Today?

It all started a couple of weeks ago when a... Read More

The 3 Rs of Customer Service

What I am about to tell you may seem very... Read More

Identify Your Silent Customer Service Message

With the growing number of people in every business sector,... Read More

Caring for Your Customers

You probably think I am going to say something like,... Read More

CRM - Its Relevance

In today's demanding economy, the first line of any business... Read More

Listening to Customers - 5 Tips

In a strange juxtapositioning of articles, this month's UK '... Read More

Your Voice Print

"Mountains are built one pebble at a time and climbed... Read More

Profit from a Customer Service Recovery Program

A client recently said to me: "Most days things seem... Read More

I Wont Tell My Lawyer but I Will Tell You

A general counsel of a large international consulting firm told... Read More

How to Walk the Floor and Talk to Customers

This may seem a strange topic to introduce. Yet, it... Read More

Customer Service Has Moved Toward Customer Care

As I waited for an answer to my VCR inquiry... Read More

Attitude of Service

When conducting a training session about customer service, I always... Read More

Becoming A Solution To Your Customers Problems

Those of us in home based and small businesses are... Read More

The Importance of Good Customer Service

Do you have good customer service? Even for your free... Read More

The Nine Principles of Customer Service for the Travel Industry©

If you want to learn how to get your clients... Read More

The Added Value - Is YOU!

If there was a restaurant in your town that was... Read More

Modern Call Center Solutions - Keeping in Touch is the Key

Call center solutions solve a range of age-old problems. As... Read More

Is Your Food Establishment Clean?

Is your restaurant, bar or hotel clean? I mean really... Read More

Customer Service: Why Bears Make Bad Customers

Every business owner should have a picture of his or... Read More

Customer Service Is Dying - and Im Not Feeling So Good Myself

Have you ever called a company and been greeted with... Read More