“Complaint as a gift”: how to use customer dissatisfaction to the benefit of the company

All marketers in one way or another encounter customer complaints, but few take them positively.
Jannel Barlow and Klaus Meller in their book “Complaint as a Gift” teach to treat complaints with attention and without negativity, because by collecting customer feedback, you can improve the work of the company without spending money on additional research.

Even if the client leaves a gross complaint, the fact that he spent time compiling it indicates that he is ready to interact with the brand. When people make claims, they are offended by the company, disappointed, and since they rarely see the brand representative in front of them, they speak differently than if they spoke to a person, which may seem impolite. But the brand representative must remember that the client is upset, and see in his words not the form, but the content.

Customer

complaints are the cheapest way to improve a product. Large companies spend huge budgets on marketing research, studying consumer complaints in their and neighboring industries. It is better for small and medium-sized businesses to take advantage of what customers communicate themselves and to encourage this process.

It is important to consider the statistics of complaints. Only 1 out of 27 customers leaves a claim. Those. out of 100 complaints raised, there are about 2700 dissatisfied customers. But the goal should not be to reduce the number of complaints, most often it simply leads to the concealment of information by employees.
Complaints work for or against your company for the following reasons:
• People are more likely to believe in friendly recommendations than inviting promises of advertising agents;
• effective resolution of complaints can be a powerful source of positive feedback;
• the more the client is annoyed, the more willingly he reports his negative experience to others.

As you yourself have noticed, people are more likely to share negative experiences than positive ones. This is due to the fact that protecting a stranger from trouble seems right. There is only one exception - positive experience after a complaint. The reason is explained by the principle of reciprocity: a person wants to do good to those who have solved his problem.

What do people who complain
most often want - to receive an apology due by right. And having received more from the company, they remain its customers and leave a new, positive review. Customers whose problem is solved are even more loyal than those who did not have difficulties at all.

What can be offered as compensation:
sincere apologies;
price reduction or free maintenance, if possible;
free product or gift;
discount coupon on next use;
a guarantee that the company has taken measures to change the situation and that what happened will not happen again.

People don’t always need a refund. Only 10% of diner visitors want discounts or free food if the ordered dish is not prepared well. They prefer that they be brought another dish or "brought to readiness" available. In this case, monetary compensation or the provision of a free coupon for the next visit does not make sense.

Customers want different things depending on the situation. Complaints are recommended to be divided into two categories:
1) circumstances that can and should be corrected;
2) a situation that can no longer be corrected, but customers want to express their feelings and be heard.

Why are there few complaints?
Often a complaint does not bode well. So, if we are talking about inexpensive goods or services, people would rather prefer to draw conclusions and not return anymore than to “cause a scandal”. Often the company itself and its employees discourage the client from expressing dissatisfaction: people do not know where to write or call, and the service staff is hostile.

Often, the client’s dependent position becomes the decisive factor: parents are afraid to complain about the teacher, who may then “recoup” on their child; patients do not complain about the attending physician, as depend on him; Hotel guests will not complain until the last day, when it will be even more difficult to spoil their vacation.

Complaint Strategy

1. Say thanks and explain why. Firstly, it will turn a dissatisfied customer into a more productive channel, and secondly, it will show that you really appreciate his opinion.

2. Apologize and promise to take action immediately. It is no coincidence that apology comes after gratitude. Otherwise, it may be perceived incorrectly. The promise to take action is the final stage of the psychological game with the client. It shows that you are ready to spend money and time to restore confidence.

3. Find out the necessary information. Do not say: "I need certain information, otherwise I can not help you." On the contrary, you ask for help from customers. Ask only the most necessary questions. You need to know in advance what information you will need. Be sure to collect all the necessary information, otherwise you will have to contact the client again.

4. Quickly correct the error so that the client feels that he is important to you.

5. Make sure the customer is satisfied. Call him later, make sure he has no more questions. Tell us how, thanks to his complaint, you solved the problem of other customers. Let me feel like a partner.

6. Punish the process, not the people. Inform employees about the value of complaints; make them willingly tell you about them.

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