The sooner you know how the customer feels about your business, the sooner you can start to correct any shortcomings that may emerge. But you have to act. There is no use in hiding the remarks you don’t like. This doesn’t change the reality. Put your customer in the centre of your business and let the rest follow in tune.
This can only improve your bottom line.
Make Sure You Get The Customer Perspective
Businesses that fail, often forget to seek out the customer perspective. I have talked to some folks at businesses that were less than successful, and when asked if they actively seek out customer comments, the answer invariably is no. Why don’t they do that? Why not get the customer perspective?
Oftentimes, the company is overconfident, and thinks they know what customers want. This myth, because that’s what it is, can be upheld as long as the customer is not involved. However, the customer has a strong vote in the buying process. And in the end it will become crystal clear reading the customer reviews, how the customer feels! At that point, of course, it’s too late to do anything about it.
Another reason for not asking the customer is fear. From the customer perspective you might not be doing so well as you thought you were. For insecure persons that may come as a blow! In order to protect themselves, some folks just don’t want to hear it and simply don’t ask. On the other hand, they could be missing out on a whole lot of uplifting comments.
Get real! Would you rather get the customer’s votes in your wallet, or in your mailbox?
Handling Customer Complaints
Even the best business will receive an occasional customer complaint. Knowing how to resolve these complaints will help you gain loyal customers who will then refer others to your business. Here are some important tips.
- Listen carefully to the customer and gather as much information as possible.
- Restate the complaint as you understand it. This ensures that you completely understand what the situation is.
- Resolve the problem as quickly as possible. Tell the person you are sorry this happened and ask what you can to do to make this right. Do not argue with the customer, even though you are right and do not become defensive.
- After correcting the problem, tell the customer thank you for bringing it to your attention and that you appreciate their business.
- Develop a written policy for your staff to follow and reward them when they do a good job.
Remember! The customer may not always be right, but an unhappy customer treated right may well be one of your most loyal customers.