I’ve had a month of complaints! No, not in the way you might think… But helping a number of clients establish the best way to handle complaints, whether that be through staff training, gathering feedback to establish the cause or establishing systems to prevent them in the first place.
It seems counter intuitive, but as a business we should welcome complaints! WHY?
Because the alternative is we’re left not knowing when the customer isn’t happy.
Obviously prevention is better than cure (and you can read tips on prevention in a previous post right here).
But of course you’re not always able to pre-empt problems and won’t be able to avoid all complaints. Accidents happen, things get missed or events occur that are totally out of our control. So what can you do to lessen the impact on your customers’ experience and limit the potential damage to your customer relationships and your reputation?
Aim to spot problems as early as possible. Listen and observe. You can often sense there’s an issue long before you get told directly. And of course it’s far better to resolve a problem there and then than have a negative review posted on line.
Empower your team
Give your team the skills and authority to deal with complaints as they happen. Encourage them and train them how to ask for feedback and just as importantly how to respond when they get complaints or negative feedback.
This is far better for the customer because it gets a quicker solution, far better for the team member because they’re able to deal with it which gives them pride, and far better for you because it means you don’t have to always been involved. This doesn’t mean to say that don’t want to hear about complaints particularly if there are common recurring problems that need to be resolved.
Don’t assume because you’ve told people how to do something they will be able to just go out and deliver it consistently. It’s all very well knowing what to say, but you know how sometimes when you come to say something the words just don’t trip off the tongue as you might hope! Let your team practise in a safe environment, based on different scenarios.
Agree with them their levels of authority so they know just how much leeway they have in offering the customer/guest compensation, and at what point they may need to involve a manager.
Observe how your staff handle complaints and give them feedback after the event on what they did well, what they could do more of, and give the appropriate support and guidance on areas where they need more help.
It’s all too easy when we hear of a complaint to blame someone in the team for the problem. Put the team first and they’ll reward you with avoiding problems.
Here’s a little 5 stage checklist you may find useful in customer service training on handling a complaint effectively irrespective of the cause.
I use this structure when training and together these form the acronym LEARN which is easy for team member to remember.
The way you handle the situation is what your customers will remember and if you can go above and beyond to resolve the problem, even when it’s down to a third party, customer error or even an act of God, it’s your resolve of the situation they’ll remember, not the cause.