Customer Complaints: Deal With Them, Don't Just Delete Them

Recently, I had a complaint with a late fee from my gym (automatic credit card processing issue), so I posted a request for assistance on their facebook page. When I went back there to check the resolution, having heard nothing from them online or in RL, I noticed that my post had been deleted. No resolution offered. Simply "poof" gone.

So, of course I reposted it. And added a handy tip about social media strategies ... but this got me to thinking.

We rarely remember moments when we've been provided efficient service, since we expect that we will be treated fairly and that most things will go well. Sad but true that we simply don't take the time to appreciate when things go right, or don't even think about it (until we get a customer satisfaction survey.)

What we remember is how we are treated – or mistreated – when things go wrong.

Meaning: Your opportunity to create a loyal customer and promoter – or an unwilling hostage and detractor (or a lost customer and detractor) – often starts when they bring you a problem to help them solve. You might even have caused this problem and all they are asking is for you to undo the damage.

Most companies seem to see complaints as issues to be resolved (and assign low-level, disempowered staff accordingly), not opportunities to reward customers for their patronage and create long-term loyalty.

Many, many years ago, we ordered a product from Home Improvements and it arrived with a chip in it. Perfectly functional, but it had a slight chip. We called them up and they said they would ship another one out immediately. We asked how we should return the chipped one and the CSR said, "Either throw it away or put it in a place where no one will see it and now you have two." (Which made sense for the item.)

I've told this story a number of times and, I expect, this simple and inexpensive act on their part has earned them at least a small handful of new customers over the years. And it cost them nothing. In fact, I expect it saved them money.

So... how do you handle complaints? Do you simply deal with them? Do you delete them? Or do you use them as rare opportunitites to show customers that you value their loyalty.

Have an unhappy client? Here's a moment of clarity.

UNHAPPY. CLIENT.

Which of these two words do you want to change?

If you don't quickly change one, the client will make the choice and he/she will almost always change the second word.

I've heard it said you should pick one, but that's both untrue and short sighted. Even if you decide not to keep them as a client, which sometimes is the right choice for the company and the client, you should try hard to not let them go away unhappy. Unhappy ex-clients are not much better than unhappy clients. Some would argue they're worse. (I won't.)

Just because they are an unhappy client, doesn't mean they are unhappy with you or believe your company provides bad products or service. They might simply be a square peg in a round hole.

Try to keep them as clients, if it makes sense. If it doesn't make sense to keep them as clients, then still try to fix whatever it is that's making them unhappy.

This way, when they go away, they won't go away mad.

While you're trying to figure out how to make that happen, you can listen to this Blondie song from Parallel Lines.