Face Customer Complaints Correctly!

In the face of customer complaints, is the company "saving" the customers' complaints, waiting for the outbreak of a certain day, or letting the customers vent their complaints in time and defusing customers' complaints?

It is believed that wise enterprises will choose the latter.

In the face of customer complaints, enterprises should not pretend to be blind and do not prevaricate, try to muddle through the customs, and do not hold the attitude of "walk away". The only right choice for enterprises is to face it, solve it, make use of it, turn negative into advantage, and change passivity into main action, and turn customer complaints into business opportunities.

Many enterprises are always afraid of customers' complaints. They even hate or hate customers' behavior.

Enterprises only see the customers create their own "trouble" side, but do not know that only those who love the enterprise will expect high and expect complaints from the enterprise. This is the business version of "the deeper the love, the more hate it is."

If customers face nothing about the services of the company, they will always remain silent, which is the most terrible thing.

Why do we say this? Let's take a look at the findings of foreign service marketing experts: if customers are dissatisfied with the services of the enterprises, only 4% of the customers will complain about the enterprises, while the other 96% will remain silent, and 91% of the customers will no longer patronize the services of the enterprises in the future.

It can be seen that for an enterprise, the customer's silence is definitely not "gold", without complaining and seeing the customer's satisfaction with the service of the enterprise.

There is no doubt that the silence of customers challenges enterprises, how to change the idea of those 96% customers through their own actions, and leave the 91% customers who are about to "change jobs".

Otherwise, enterprises will defeat themselves or even "die" under their own guns.

In fact, as long as the enterprise handles customer complaints, enterprises can effectively achieve customer retention.

The research results of foreign service marketing experts show that 70% customers will continue to buy as long as the complaints are handled properly.

If an enterprise can solve customer complaints on the spot, 95% of the customers will continue to buy.

It can be seen that as long as the enterprise quickly eliminates customer complaints, there is still an opportunity for customers to "embrace" enterprises again.

It can be seen that customer complaints are not terrible. The terrible thing is that customers do not complain. What is more frightening is that enterprises do not quickly eliminate customer complaints.

Why do we welcome customers' complaints with both hands?

And even encourage customers to complain?

It is because customer complaints can bring benefits and opportunities to enterprises, which are mainly reflected in three aspects: the first aspect is to get information from customers, and to "research results" for enterprises without compensation in Fengxian.

As a matter of fact, customers feel more than customers in their dealings with enterprises, because the feelings of enterprises often come from the research and speculation of customers. There may be some deviations and even divergent views. The second aspect is that enterprises can get more opportunities for improvement.

Generally speaking, customer complaint is often the defect of service, and this defect is probably the first thing that customers find in the process of receiving service. Customer complaint is undoubtedly a signal of "correction" to the enterprise.

In addition, we have emphasized that customer needs are dynamic, and enterprises need to provide customers with a dynamic service product.

To achieve this goal, enterprises need to upgrade or improve their work when they fail to achieve their expected goals or need to upgrade their customers. The third aspect is to provide enterprises with an opportunity to make up for their mistakes and take the opportunity to enhance their reputation.

When the voice of customer complaints climax, not only customers expect the response of enterprises, but also the attention of various social forces, such as government departments and media.

At this time, if the enterprise can take appropriate measures and take advantage of the trend of communication, it will not only eliminate customer complaints, but also reflect the good reputation of enterprises and establish a good corporate image.

Smart companies should not let customers swallow their "bitter water" to their stomachs, but let customers pour out "bitter water" to enterprises.

When water is poured out, it may take the following measures: first, to say nothing about it, but to say "good-bye" to the enterprise from now on; two, to complain about the complaints of the media and government law enforcement departments, known as "fourth powers", at this time, it is reflected in customer complaints, which will bring greater passivity to the enterprises, not only suffer losses in the economic aspect, but also damage the image of the enterprises; three, complain to the friends and relatives around the company or other customers of the enterprise, when every dissatisfied customer may affect the 20 people around him, and the complaints of customers will spread quickly like the virus, so that the potential customers will not be "hooked" and the old customers will also "turn around". If the customer does not treat the enterprise "bitterness"

Obviously, seemingly small complaints are likely to ignite raging flames, or even "burn" the market of enterprises.

Therefore, enterprises must create channels for customers to pour out the "bitter water" in their hearts, so that their complaints can be spoken out, and they should be directly told to the enterprises instead of "outsiders".

For this reason, many enterprises have established smooth customer communication channels and solved all problems at home.

In fact, there are many channels of communication, such as receiving customers' complaints through call centers and websites, designing Customer Service Receptionist in the service places, accepting customers' complaints and complaints.

For manufacturing enterprises, customer service calls and correspondence addresses can also be marked in product packaging, product manuals, etc., so as to achieve smooth communication.

In addition, enterprises can actively collect customer opinions or understand customer complaints through activities, such as "customer problems will be investigated", "customer opinion seminars", "customer return visits" and other forms, and actively collect problems and solve them one by one.

Enterprises should not deliberately or inadvertently "accumulate" customer complaints, we must know that customer patience is limited, quantitative change is bound to lead to qualitative change.

If the customer's anger really "broke out", the scene may be difficult to clean up.

We know that there are many types of customer complaints. Different types of customer complaints have different complexity and different methods.

Some customers complain that as long as businesses improve their service quality, some customers complain that they need to provide compensation to customers. Of course, compensation may include material compensation and mental compensation.

Now let's take a look at the case from Microsoft Corp: in 2003, Microsoft was controversial when it first launched the Software Assurance (SA) authorization package, and was complained by customers.

In order to alleviate customer dissatisfaction, Microsoft soon launched a new SA plan.

According to the new SA plan, customers will get more returns when purchasing Microsoft products, including more help and support, and more tools for customers. This new SA plan implemented in September 1st will be effective for all existing customers and new customers.

In addition, the new SA program also empowers employees to use software at home.

The introduction of this plan has been widely welcomed by customers.

It can be seen that Microsoft attaches great importance to listening to the voice of households. The introduction of the new SA authorization scheme is the best example.

Enterprises must realize that if we want to resolve customer complaints, we must have a logic in operation. First, we should change our customers' thoughts in terms of emotion and psychology, and then provide some service guarantee for our customers, so that our customers can get a psychological balance. Finally, enterprises should improve or improve their service quality, or make adaptive adjustment in other elements, such as price and environment, so as to get customer satisfaction.

In fact, there are two key points in this process: one is communication; the other two is speed.

The quicker the communication, the quicker the response, the better for the business.

Therefore, it is suggested that enterprises should take the following four basic steps to resolve customer complaints: the first step is to weaken the complaints of customers to enterprises, that is, through meticulous and patiently "ideological work" to control the mood of customers, anger can be relieved, and the mood can be improved, so that customer complaints will not continue to aggravate.

This step is mainly through the sincere attitude, good language and moving sincerity to win customers' understanding of the enterprise, and strive for the opportunity to enter the next step. The second step is to find a customer complaint point, find out why the customer complains, and what requirements the customer has.

If you can respond to the customer's request immediately, do not delay and solve the problem at the scene.

If we can not solve it immediately, we must give the customer a waiting time which can be "tolerable", and provide some relevant service guarantees to keep the customers waiting for the "good news". The third step is to make a serious discussion around the customer complaints, including whether the customer complaints are reasonable, and whether the enterprises need to solve them, because there are always some customers who complain that they are unrealistic or unreasonable.

And reasonable complaints from customers, whether enterprises have the ability to solve and how to solve them.

If it can be solved, it is necessary to start working out the solution immediately. The fourth step is to communicate with customers first time after the introduction of the solution, and provide solutions so that customers can hear good news from enterprises.

At the same time, enterprises should immediately implement the policies, commitments and compensation in the current solutions, so that customer complaints can be finally resolved.