BrainTrust Query: Dealing with Unhappy Holiday Customers
Through a special arrangement, presented here for discussion is a summary of a current article from Retail Contrarian, the blog of Dynamic Experiences Group.
During the days surrounding Christmas, almost all of a store's customers will be delightful to work with. But, inevitably, one or two will be stressed out, unhappy customers.
Here are seven things retailers should keep in mind when they've decided to take it out on that staff:
1. Let the customer vent: My experience has taught me that that once the unhappy customer starts talking, let him go. Don't be defensive, but listen actively. Make eye contact. Like a good fire, most of the time these customers burn themselves out.
2. Don't let them disrupt the store: A customer has the right to be unhappy with something, but her unhappiness doesn't give her permission to ruin everyone else's experience. If she's talking very loudly or inappropriately, retailers need to politely ask her to lower her voice. If necessary, the retail associate can ask the customer to follow them to another part of the store to continue the conversation.
3. After the customer comes up for air, establish the facts without judgment. "So what you're telling me is that you're unhappy that you bought this last month and it was your understanding it would never go on sale and now it is on sale?" Compare that to "Nobody who works here is going to tell you that something would never go on sale." Regarding refunds and exchanges during December, sometimes it is smart business to just give in.
4. Express regret and a desire to find a resolution. "I'm sorry you're upset but let's see what we can do." Saying "I'm sorry" doesn't mean anyone in the store was wrong. It just expresses sympathy and regret for what happened.
5. Ask her what would be a fair resolution. More often than not the customer's suggestion will be something you'll find more than acceptable. Most of the time, the unhappy customers just wants to be heard. If the customer's resolution is acceptable, take it. If not, tell him what you can do for him.
6. Afterwards, thank the customer for providing the opportunity to resolve the issue. This one little step amazes customers. They so rarely hear that comment that it is sure to turn the crabbiest customer into a raving advocate.
7. Most of all, don't let it ruin the day. Don't take it personally. Live and let live. It's great if a store managed to make the customer happy, but there are people who will choose to stay upset no matter what is done.
Discussion Questions: What obvious and lesser-known tips do you have for resolving customer complaints in the store? What other recommendations would you add to the suggestions in the article?