There’s no shortage of advice on how to deal with irate customers. However, here in Jamaica, much of that advice seems to be lost. Despite extensive training, and conflict resolution seminars, employees in many businesses appear unable to resist the urge to fight fire with fire, to size up to an angry customer, or at times getting ready to go blow for blow if necessary.
We’ve heard that the best approach is to diffuse the situation with active listening, acknowledging the customer’s complaint, and offering effective solutions to resolve the issue. But putting into practice what we know is easier said than done. So instead of dishing out the usual advice, here’s what not to do when dealing with an irate customer.
1. Ignore Me at Your Own Peril
Nothing irks a customer more than being ignored. And if that customer was already upset about poor service, then ignoring their complaint will only fuel their emotions. Customers like to feel reassured that you appreciate their business not only when they’re spending, but also when they’re not so happy with your product and service. If you’re busy attending to a customer or are otherwise engaged, its good customer service to acknowledge the customer’s presence and let he/she know that you will attend to their needs in the shortest possible time.
2. Don’t Dismiss My Complaint
Have you had the experience of great service on a previous occasion; but this time you return with a complaint only to be met with the “it’s not my problem” approach? It’s a grave mistake many employees make. Some business owners promote this behaviour, by attaching too much importance to their business, and pay little attention to the fact that their customers have choices. If the customer is not your problem, then maybe you don’t need customers, and in that case I’ll gladly take my business elsewhere. Even if there’s little or no competition now, that doesn’t mean there won’t be in the future. Remember what the telecom market was like 15 years ago? Exactly! Take heed.
3. Don’t Have a Cussing Match with Me
Believe it or not, it is not uncommon to see front line staff gladly engaging in a full-on verbal clash with customers. And sadly, it is not unheard of for supervisors/managers to join the melee in defence of their subordinates! This is enough to rile up a customer to the point of conscious acceptance of the consequences of jumping over the counter and as we say “anything a anything”! In such instances, employees fail to make the connection between customer satisfaction and the success of the business, and by extension their jobs. And if they do, they’re probably thinking “why should we care, it’s only one customer.”
You may get away with these customer service faux pas now because Jamaica is a relatively small market, and the society is still largely accepting of these “mistakes”. But trends show the society is changing, and the global market we live in presents non-traditional options to customers which were unheard of a decade ago. And in the event you’re blindsided by the competition, customer loyalty is a commodity that only excellent customer service can buy.
So if you’re going to improve on customer satisfaction, now is the time to do it when you’re still able to command the attention of us irritating customers. After all, isn’t an irate customer better than none at all?