What to do when a Customer Complains

We have all heard the mantra, "the customer is always right".  While this sentiment comes from a good place and encourages a positive attitude towards customers, it is quite simply, not always true. In fact, it can actually reward customers for their demanding and rude behavior. 

Encountering a rude customer, or a customer who wants something you cannot give them, is not an uncommon occurrence for business owners. It's important to develop a strategy when faced with these types of situations. It can mean the difference between a customer feeling satisfied or promising to never do business with you again.

• Stay calm. No matter how angry or rude the customer is you never want to react similarly, as it could escalate things and make matters worse.  
• Be a good listener. Try not to interrupt the customer until they are finished, as this will likely make them more frustrated.
• Show the customer you were listening by summarizing their words back to them. Then ask questions to further clarify their complaint.  
• Apologize. Regardless of who is at fault, a simple "We're sorry you've had such a frustrating experience" can go a long way.
• Tell the customer what you can do. You may not be able to give the customer exactly what they want, but by offering an alternative suggestion you are showing the customer you would still like to do what you can to make things right.  
• Know when to walk away. Sometimes there is no way to satisfy an angry customer.  If this is the case, all you can do is offer an apology and step away from the conversation.

Something else to consider: living by "the customer is always right" mantra can also be bad for your employees and the general company moral. Your employees come to work each day and help make your product what it is. Make sure your company policies support the employees responsible for handling customer grievances. They should feel respected and empowered.

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What Motivates Consumers To Make A Purchase?

It's safe to say most business owner's objective is to make a sale, but to make that sale it can be helpful to understand what motivates a customer to make their purchase. Your Better Business Bureau recommends considering the following four points to improve your business and sales strategy. 

1. How convenient is this experience for the customer? This can mean a number of different things, from parking convenience and storefront location, to website intuitiveness and delivery methods. 
2. The customer wants the best value. Many consumers looking to make a purchase will research a product before purchasing. Their interpretation of value can be determined by price comparisons and even online reviews. Is your business's online presence scarce? Consider registering your business with an online directory, like BBB for example. 
3. Do you give your customers individualized attention? Try to gently identify what it is your customer is looking for. Are they dissatisfied with a similar product from a competitor? Set your business apart by being attentive and helpful. 
4. A consumer wants it to be easy. If your online ordering process is too complicated you will find that many potential customers are abandoning their cart. If a product is out of stock do you go ahead and order the product for them? Or do you encourage them to use your website or seek out another store? 

Ultimately a customer is going to make a decision based on experience. Are you creating a positive customer experience or is it forgettable? 

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Embrace The Negative Feedback

Negative feedback online can seem like a nightmare to small business owners. The Internet is an unregulated platform - anyone can say anything and you have no control. However, there can be a silver lining to this kind of feedback, you just need to know from which angle to approach the negativity. Here are some things you should know when addressing negative feedback online:

Whether you like it or not, people are leaving reviews of your business online. There are several review platforms and online directories that allow consumers to talk about their experience with a business. The sooner you begin to engage with consumers the sooner you'll gain some control over your business's online perception. 

Your business is not the only business receiving negative feedback. 

Stop taking it personally. Regardless of the delivery, keep an open mind. Sometimes customers can help you identify an area of your business where there is room for improvement. If you notice users are making similar complaints, you know you have some work to do. 

People are suspicious of business's that do not have negative online reviews. According to a study by Reevo, positive reviews did not tip the scales when it came to making a sale. However, there was a positive impact on sales the more reviews a business had total - regardless of the tone. 

Respond! This is your opportunity to show the consumer that you care about their experience. Not only does a thoughtful response go a long way with the disgruntled customer, it goes a long way with potential customers.

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