Handle-Negative-FeedbackSometimes, as hard as we might try to provide exceptional service to every customer, one of them will be dissatisfied about something.  In an ideal world, every sale or project would run smoothly and result in a highly satisfied customer.  Wouldn’t that be wonderful?  But, reality means that sometimes things will go wrong.  When things go wrong, sometimes it will result in negative customer feedback if the problem is not handled promptly.

It would be nice if the dissatisfied customer would give us a call, explain the problem and let us resolve it. But, that’s not always the case. Sometimes they will just sit back and brood about it, wondering why we haven’t figured out what the problem is via ESP or mental telepathy.

Then, after they brood about it for a while with no miraculous response from us, they start telling people.  First, they share it with their close family.  Then, they spread their bad news out to other relatives, neighbors, co-workers and friends.  The longer it takes for us to respond, the more dissatisfied they become.  Next action:  they hit the Internet and start spreading the word about how awful your company, your products and service are. Heck, shouldn’t the world know about their grievances too?  It can get ugly really fast.

Reality also shows that dissatisfied customers can cost your small business a lot of money.  This infographic on the Cost of Unhappy Customers shows a number of reasons you want to keep your customers satisfied.  At the very least, every small business owner needs to understand how to promptly handle negative customer feedback.

It is time to develop a plan of attack for dealing with customers who have negative feedback to share.  That plan should also include steps to take in dealing with customers that do pick up the phone and call you about their problem.

Handle Negative Customer Feedback Proactively

BEFORE they have a chance to set their negativity about your service, step in and ask how everything went now that their project is completed or your product has been delivered and installed.  Your delivery/installation team is on the front line to listen for dissatisfaction.  Provide them with a card or form, or a place on the delivery paperwork for them to note any issues that need attention.  As soon as that paperwork gets back to your store, office or studio, be sure it gets passed on to the appropriate staff member to be handled within a short period of time.

Schedule a follow up telephone call shortly after each transaction is made.  “Hi, how are you and how is your new XYZ working?”  “Is there anything else we can help you with?”  If they bring up a problem during these calls, don’t get defensive – even if the customer is wrong. That adage about the customer always being right has its merits.  Look at their complaint as an opportunity to learn how not to let that issue happen again for future customers

Create a feedback form.  Send it out to the customer with a ‘Thank You!’ note after each sale or completion of each project.  Keep it short and sweet with no more than five quick questions.  Print it on a stamped postcard or provide a self-addressed, stamped envelope.  Make it easy to do and you will be more results, both positive and negative feedback will come back to you.  Then, be sure to follow up quickly to impress the customer.

How to Handle Negative Customer Feedback Online

Social Media has become a major channel for negative feedback from customers.  It is also the way many companies handle negative feedback.  Scan your social media pages often so nothing gets posted there that will have time to simmer and then boil up into a major fiasco for your customer service staff.

Thank the customer

Thanking someone is polite, and it sets a positive tone for your following interaction.  “Thanks for alerting us about this problem.”  Do this right on the social media page.  It will go a long way in letting other customers and potential customers know that your company follows up quickly in a positive manner.

Apologize

Again, it’s polite, but when something goes wrong, apologizing is the right thing to do.  Yes, apologize even when you think the customer is wrong.  Do the apology right there on the social media page.  Another positive example about your firm is sent to other customers and prospects who visit your page.  “Hey, these people care. Look how quickly they are taking care of this customer.”

Don’t Share the Dirty Laundry Online

Some companies provide an email link in their response, directing the customer to the appropriate person handling customer service.  If it is going to be a particularly ‘loud’ conversation, one of those ‘sticky wicket’ situations, take it out of the public eye.  No need for your negotiations and discussion to go viral.

Thank the customer again

Yes, really, thank them again  after the problem has been resolved.   Having the last word – a positive last word – can only help you in that customer’s eye, and in the court of public opinion.

 

Planning and having customer service systems in place to deal with each phase of a business transaction is simply good business.  If you have been blessed not to have had any, or many, of these types of negative feedback issues to deal with, you are fortunate.  Somehow, it appears that customers, emboldened by the Internet, are more eager to air their grievances with the world.

Today’s consumers are far more likely to express dissatisfaction than those in the past, even if the problem was not caused by your company or its products.  If they don’t feel they are getting your attention, they are only too willing to share their disgust with others. Get your Customer Service System in place so when the need arises, you are ready to respond promptly and positively and retain that customer.