There isn’t a single company who has never had an unsatisfied customer, but what turns a good company into a great company is how they respond to these complaints. It might be hard to see when you’re getting negative feedback, but consumer complaints can actually be an advantage.
In today’s world, where technology and social networks run our lives, customers have more power than ever before. While a happy customer may share their experience with their closest friends, an angry customer could potentially tell thousands on social networks and communities such as Yelp and Google Reviews.
1. Gives you the opportunity to build customer loyalty Customer complaints offer the opportunity for a response, one that will ease the customers’ concerns and regain their loyalty. Most times, customers don’t complain to the company but to their friends and family. This hurts your company’s reputation in a way that could cause the people who have heard these complaints to avoid your company. When a customer complains to you (or online), however, it gives you the opportunity to win the customer back with your response and follow through.
2. Allows you to better under your customer’s needs Instead of being offended by a negative review, look at it as a learning experience. Solicit reviews and give your customers the option to offer feedback through surveys or follow up calls. This will give you better insight into what’s most important to your customer and what affects their experience. By allowing your customers to have a voice, even one that has complained, they will come to you with their issues instead of going online. They’ll understand that you care and be more willing to forgive whatever happened.
3. Identify key areas of improvement It’s not about the complaint; it’s about what you do with it. Customer concerns may highlight areas where your product or service might need improving. It can also identify specific staff members who might need more supervision and training. In a worst-case scenario, if an employee is not representing your company well, this might be the time to let them go. When you consider customer complaints as feedback rather than backlash, it will enable you to properly monitor your service levels.
4. Gives you the chance to exceed expectations You’ve accepted the mistake, addressed it with the customer and fixed the problem to ensure it won’t happen again. Now, you have the opportunity to offer outrageous customer service. Sometimes a sincere apology and quick fix will do the trick. Other times a future discount or the offer a free consultation or service will.
There is no greater success or failure than what your customers are saying about you. Instead of ignoring the negative feedback, take it to heart and use it as an opportunity to outshine your competitors. Sometimes the most loyal customers are the ones who have had the worst experiences. It’s all in the way you handle the complaint.
If you need help developing or implementing systems to capture customer feedback and processes for handling negative customer reviews, contact All Systems Grow. We can help.
