by Rai Chowdhary,
MS, CQE, CQM, Six Sigma Coach

During a recent trip to a major electronics retailer I purchased a cordless phone. On returning home, I found that the batteries needed for the operation of the handset were missing. Somewhat dismayed, I put the phone aside, and continued using my old phone, until I was ready for another trip.

A few days later, I was at that store again, with the phone and receipt, explaining what had happened. The first question they asked me "Is it supposed to come with a battery?" Somewhat taken aback at their distrust, I showed them the instruction manual. On page 3, it clearly indicated - install the battery (provided with the phone), and charge it before use. Then the sales rep walked me to the telephones section, and we picked up another box. Burnt once, I wanted to open the box and verify the contents before leaving. Since this took some time, the rep grew restless and was uneasy with me completing my check. I wondered why?

Then, I bought another item, and headed to the checkout counter. Halfway through completing my transaction, the cashier went looking for a discount coupon (for the item bought today); I waited for about 10 minutes, while he kept looking all over the place. The delay on top of earlier discourteous treatment was enough for me during this trip. I decided to fill out the Customer Satisfaction survey provided on the counter. Seeing me with the form, the assistant manager came over, and watched over my shoulder. I was fed up now, and left the store wondering if I should continue to shop with them. My annual purchases from this store have been steadily increasing, and were the highest ever during 2002. As I drove back I wondered:

• What kind of customer service training must have been provided to their staff?
• Was the treatment I got an exception, or, their routine in dealing with complaints?
• Did their staff know that I was a loyal customer ever since the store opened, and, bought substantial amounts of merchandise from them so far?
• How would a world leader treat customers in a similar situation?

Here is what they would do:

1. Apologize for the inconvenience caused to the customer, and assure them you will make it right for them.
2. Recognize one of the first things a point of con
3. Understand that over 50% of the communication can be non verbal therefore, pay attention to the body language as well.
4. Remember that the "Voice of the Customer" has at least two components - the spoken and the unspoken.
5. Reach out to understand both the components.
6. Confirm your understanding of their needs and wants by reflecting back the same in your own words. Don't just repeat what they said, else you will run the risk of irritating them further.
7. Complete what needs to be done expeditiously, if it will take a long time, find a way to keep them engaged, or treat them to a beverage of their choice. This will earn goodwill, and cost next to nothing.
8. Having completed the task at hand, make sure you ask them if their needs are now taken care of, and if there is anything else that needs to be done.
9. Thank them for their time, and assure them you are there for them always.
10. Follow up in a few days to make sure the solution you provided for them is still working. Do not assume that things are ok, since you did not hear back from them.

When you face a customer with a complaint, how many of the above steps do you execute? Your answer will decide the direction your business takes over time.

Copyright Rai Chowdhary, TEAM 2000. All Rights Reserved

Credit:
Rai Chowdhary is the President and CEO of TEAM 2000, a company that offers workshops on several topics, including Customer Service. His clients include both large and small companies, such as Dell, Applied Materials, Abbott Labs, Applegate Tool Co., and Celerity. He can be reached at 1-877-469-6949, or via e-mail at rai_chowdhary@hownwhy.com. You may also visit www.hownwhy.com to learn more about TEAM 2000.

Related Information:

NBA Benefit Provider - BizFilings

NBA Resource Article - Providing Quality Customer Service

NBA Resource Article - Listen for Unforgettable Customer Service

Reprint of this article does not constitute an endorsement by the National Business Association; the article is for informational purposes for our members and viewers of our Web site.