Topic 3 - Handling Dissatisfied Customers(1) (2)

7/25/2019 Topic 3 - Handling Dissatisfied Customers(1) (2)

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Iriana Suraya Abdul Wahab

[email protected]
mailto:[email protected]:[email protected]


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Have you been in a situation whereby youwere unhappy with a product or service?

However, instead of stop buying or using

that product or service, you went bac tobuying and using that product or service.

Why did you go bac to buying or using thatproduct or service?

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After this lesson, students should beable to:!aintain healthy attitudes about customerrecoveryApply techni"ues that develop customer recoverysillsHandle a nasty complaint letter or email#evelop sills to convey the appropriate tone whendealing with customers

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Some basic facts$ % out of & customers is dissatis'ed with some aspect

of typical transaction. A dissatis'ed customer on average will complain to %(

other people. )nly *+ of dissatis'ed customers complain to the

company.

ustomer complains may lead to repeat business$ ustomers who have their complains handled well are

very liely to do businesswith the company again. Appro-imately */0+ of full resolved complains will

consider doing repeat business.

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ompanies should maintain a healthycustomer retention attitude

1here should be a problem solving attitude rather

than blame setting attitude.

Service recovery is best handled when seen as anattitude of opportunity rather than a painful chore.

omplaints are opportunities to cementrelationships and create customer loyalty.

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%. 2eel their pain3ecogni4e that the upset customeris liely to be disappointed, angryand frustrated. ustomers would

lie someone to$ 5isten to their concerns

6nderstand them and reasons they are upset

ompensate them for the unsatisfactory product7service

Share their sense of urgency

8liminate further inconvenience1reat them with respect and empathy

See that someone is punished for the problem

Assurance that the problem will not repeat

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(. #o all you can to resolve the problemIn order to recover an unhappy customer, its best toprovide 9something e-tra:. It;s a way of maing upfor the problem.

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. o beyond, oer 9symbolicatonement:What are the things we can do to mae upfor the problem? Some suggestions are$ )er to pic up or deliver the goods to be

replaced or repaired.

ive a giftof merchandise to repay for theinconvenience. According to 3on Beme itscalled symbolic atonement.

1he thought to provide somethinge-tra is to value them.

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3eimburse the cost of returning merchandise

Acnowledge the customer inconvenience andthan them for giving you the opportunity to tryto mae it right by apologising

2ollow up to see that the problem was handledC be the customers advocate, go to bat for thecustomer with the boss.

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Deople are not always satis'ed or rational, so weshould avoid letting our anger or frustration show to

that customer or other customers.Eey things to remember are$

If you have tried to satisfy the customer, you have doneall you can do.

#on;t tae it personally, learn from e-perience

#on;t rehash the e-perience with your co/worers or inyour own mind. As another person on how they couldhave handled the situation.

6se every customer contact e-perience as anopportunity to improve your professionalism.

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Feed to dierentiate betweenthe upset customers withlegitimate problems and thechronic complainers.

1he telltale signs are$ 1hey will loo for someone to blame 1hey will never admit any degree of fault or

responsibility

Have strong ideas of what others should do omplain at length

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%. Activelylistento identify the legitimategrievance/ .

(. 8stablish the factsto reduce thecomplainer;s tendency to overgeneralise .. 3esist the temptation to apologise

because it can be an open invitation tofurther blaming C instead, could e-tendwarranty to solve the problem.

&. 2orce the complainer to pose solutionsto the problemC this is to get thecomplainer from whining and into aproblem solving mode

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omplain letters provides atangible reminder of a customerdissatisfaction and it couldappear in the personnel 'le.

A reply letter should conveys an

attitude of problem solving, goodwill, and e-hibits professionalism.

Human relations sills should beapplied when replying to acomplain writer, be sensitive to

people;s feelings, interest, wantsand needs.

2ailure to do so will create strainon the consumer relationship.

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According to 3ebecca !organ, the 2;s are aseleton on which to hang the rest of yourresponse to a customer.

1his techni"ue acnowledges the customer

feelings in a way a person could listen to. The 3 F;sare$

2eel C understand how they feel

2elt C others have felt that way too

2ound C after and e-planation

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%. Deople are strongly interested in themselves Deople usually e-press their egocentricity in their

language when they spea or write

Gusiness people can turn this egocentricity into anadvantage if they recogni4e the readers needs.

5earn to e-press concern and appreciation of viewsof other in letters, memos, proposals, reports andetc.

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(.

Deople prefer receiver centered messages A way to re=ect consideration for another

person is by phrasing your message in terms ofthat person;s viewpoint.

3eceiver oriented writers thin of and conveytheir message in terms of what the messagereceiver wants or needs.

1he overall tone and sense of caring for theother person is far more important than simply

avoiding the use of 'rst person pronouns.

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Example of I-Centered

We require that you sign the sales slip before wecharge this purchase to your account

Example of Receier !ie"pointFor your protection, we charge your account onlyafter you have signed the sales slip

Dhrasing ideas in terms of the receiver;sview point convey an interest in the other

person and recogni4es a principle of goodhuman relations.

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. Deople want to be treated as individuals

Improve tones of written documents byphrasing our information as though taling toindividuals.

A personal addressed business letter singlesout a reader for individual attention

Name

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Glanet tone should be avoided. It;s an attempt to tal topeople as group rather than as individuals.

Example of #lan$et Tone

9When a thousand re"uests are received fromprospective customers, we feel pleased. 1hese re"uestshow that our product is well received:.

Example of %ersonal Tone

9A copy of the boolet you re"uested is being sent toyou today. 1han you for re"uesting it:.

Glanet tone mae readers feel lost in a crowd.

Its better to e-press ideas in terms of individual;s bene'tusing direct address.

#irect address shows your receivers how your messageapplies to them and how it can meet their individualneeds in some way.

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&. Deople want positive information

Dositive language often convey more informationthan negative.

It tends to be more upbeat with a more pleasanttone

1he message should be speci'c and positive, fore-ample$

I can arrange to have the product exchangedfor another model that may better meet yourneeds

Dositive wording does a better ob of building andholding goodwill for the company

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Example of ne&atie "ordin&:

Smoing is not permitted anywhere accept in the

lobbyWe regret to inform you that we must deny yourrequest for credit

We cannot deliver your order until next Wednesday

Example of positie "ordin&:

Smoing is permitted in the lobby only

For the time being, we can serve you only on cashbasis

We can deliver your order on Wednesday

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*. Deople don;t lie abrasive people Abrasiemeans irritating manner or tone that

sounds pushy or critical. It;s lie being pleasantly

direct An abrasive personality will tend to communicate

in a manner that can be irritating to others.

1here is a maor dierence between abrasive andbeing assertive.

Assertieness means that you e-press yourfeelings and observations in a normally phrasedmanner that is no threatening to other people

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1he hostility curve follows a pattern whichincludes ' stages, which are$%. 3ational levelC at level where things can be reason

out.

(. 1ae oC customer will tae o steam and be

abusive, e-pressing hostility.. Slow downC customer runs out of steam and slow

down.

&. Supportive behaviorC understanding the customerfeeling by giving supportive statements.

*. ool oC after hearing supportive statements.

. Droblem solveC person has returned to rational level.

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Topic 3 - Handling Dissatisfied Customers(1) (2)