Unsatisfied customers are an inevitable consequence of doing
business and you will run into them no matter how committed
you are to seeing them all happy. There will be times when
that customer is justified in being upset while there will
be others where the situation was entirely out of your
control. Strategies do exist where you can diffuse a
situation and help a customer feel better and perhaps even
turn them into a repeat buyer. In the beginning, every
business owner is certain that they must retain every single
customer they can but this is not an excuse to allow the
business to become a veritable doormat for customers to kick
around when they feel like it.
Display Policies and Sales Conditions
Before you even open up your door, take the time to set out
in writing your policies on returns or refunds and be sure
to place them in a place where customers can see them.
If possible, try to include this same information on
receipts or sales agreements. That way, there is no doubt
about the terms of sale within your business.
Communicate in Calm Voice
Never lose your calm! Customers will get irate from time to time but it is your
duty and that of your employees to handle that irritated customer in a calm and
collected fashion. Show the customer that you care even when there is little or
nothing that can be done to alleviate the situation. You will want to keep the
energy level low key in an effort to diffuse a potentially volatile situation
and prevent matters from spinning out of control. Do not be confrontational
with the customer and use tact when speaking. Remember to stick to the facts
and do not lose your dignity no matter what the customer may say. Your calm
demeanor may very well rub off on your irritated customer.
Empathy
Empathy doesn't necessarily mean agreeing with the unhappy customer. It simply
means that you let the customer know that you understand they are upset and you
want to calmly find out all information so that you can best resolve the
situation. By showing that you care about them and about their feelings, the
situation will remain calm rather than escalating into angry words. Just by
stating, "I'm sorry that you are having a bad experience," can often diffuse a
volatile situation.
Find the Problem
You must identify the true nature of the problem so will have to ask the
customer some questions in order to do this. Is it a question of a wrong
product or did they find the same thing somewhere else for less money?
Resolution of any problem is only possible when you have a clear understanding
of its underlying cause. Once they have told you what the problem is, repeat
that back to them in your own words so that you are sure you know what has
caused the situation.
Are There Possible Solutions?
If the problem has potential solutions that you can actually offer, relay these
solutions to the customer in a calm manner. Maybe the product can simply be
returned for a refund or even replaced. You may be able to upgrade to a better
product and simply charge the difference in price. Any solutions that you
are able to offer, do so in a very calm and rational manner. If, however, a
potential solution is not possible because of a posted policy, then respectfully
direct the customer's attention to that posted policy. A written policy is good
to have because it may help avoid an instance where the customer turns from
unhappy to irate. But, if the customer is still not happy, keep the tones low
and your demeanor calm.
Understand That Not Everyone Will Be Happy
You can make some of the people very happy most of the time, but you will never
make everyone happy all of the time. No matter how excellent your product or
your business services, no matter how good the business coaching provided to
employees, some customers will be unhappy no matter what you do to console them.
You must learn to accept that any start-up business, whether international or
home-based, will encounter customers that simply can't be pleased. If you have
attempted every reasonable means to satisfy the customer and they remain unhappy
and critical, you may just have to accept that they are not going to become one
of your repeat customers.
It is important not to let one bad experience get your spirits down. So long as
you are running a reputable enterprise, you will be able to attract new
customers that will more than compensate for the few who get away. It is never
a good thing to lose a customer, but sometimes those losses help you to
concentrate on growth, mentoring, and even support. Training new employees with
the skills they need for conflict resolution is necessary for all start-up
companies because sooner or later that unhappy customer will come walking
through the door.
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About the author:
Ken Bidgood is the chief writer for, and editor of
Advertising XP,
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