In today’s world of online reviews and social media, customers are quick to share their experiences with a company. Unfortunately, this feedback isn’t always positive. Although it may not be an easy task, learning how to deal with unsatisfied customers is an essential part of running a successful business.
The power of the initial interaction
Angry customers may come storming in, ready to yell at the first person they see or speak to. How staff handles this initial interaction sets the tone for the rest of the encounter. “We try to train that the first line of defense is listening to understand instead of listening to respond,” says Shandi Evertsen, manager at Tropical Spas in Utah. “They just want to be heard. Some issues, especially when dealing with a high-end, luxury item, can seem trivial, so just be empathetic because it is a big deal to them. They spent a lot of money.”
Aqua-Tech, a hot tub retailer in Manitoba, Canada, takes a similar approach in its Client Care Planning manual, which encourages active listening, acknowledging the issue and apologizing sincerely.
Practice with real-life scenarios
Kathi Belcourt, Aqua-Tech’s director of sales and service, focuses on problem-solving and customer service using hands-on training to prepare staff.
“We do a lot of roleplay where I will come into the store wearing a baseball hat [to interact with] somebody who’s been working here a couple of weeks,” Belcourt says. “I will come in and be angry, demanding ‘Where’s your manager?’ ”
This roleplay helps staff feel more comfortable dealing with tense situations and prepares them to resolve issues professionally.
“Once our attitude has changed from taking it personally, [employees have] been able to quickly deal with things because it’s no longer about you being mad at me — it’s about somebody being disappointed in a situation and [the employee] being the hero who saves the day.”
Consistency in customer experience
Proper training and preparation equip staff to succeed and ensure customers have a consistent, positive experience, no matter who they interact with. This is a priority for Jeff Bassemier, second-generation owner of Bassemier’s Fireplace, Patio & Spas in Indiana.
“We’ve done a lot of research on where our customers come from and how much our advertising dollars do for us,” he says. “Ninety percent of our sales are repeats or referrals. So, you can’t lose a customer. I get so passionate about this. I want to make sure that, whatever technician shows up at your house, you get the same service you got from the technician who was there the previous time.” He takes satisfaction seriously, to the point of responding to every review and addressing any negative comments with a desire to offer a remedy. He will go as far as it takes, even if that means taking a loss.
Knowing when to break up
Sometimes, even after going the extra mile, it can be time to part ways.
“When everything reasonably possible has been done and other staff members have tried, [the staff discusses if] this client is being unrealistic,” Belcourt says. “We have a leadership meeting and that’s when I get involved. If I can’t make them happy, we break up. There is nothing wrong with breaking up professionally, so long as it’s amicable.”
Communication matters
Communication, both during and after a sale or service, remains important.
“After every single installation, our salesperson’s job is to call the customer and ensure they were satisfied with their experience,” Bassemeir says. “We’re probably going to open a door for any problems, but we’re also going to get a couple of people who are timid and don’t want to complain, who had a bad experience and decided they’re not going to say anything and never come back. We can try and make that right.”
Evertsen says that a happy customer is the goal no matter the situation.
“We are selling a product that adds peace and serenity to people’s lives,” she says. “[It’s] a chance to change their life and build memories with their families and that’s what helps us have good days, too.”