Earlier this year, the National Retail Federation and KPMG released the Benchmarks for 2011, Forecasts for 2012 report, which found that 82 percent of retail executives listed improved customer service as their top priority for the year. Sixty-seven percent said customer satisfaction was their top strategic goal.
One opportunity for improving service is in how companies deal with unhappy customers. Those whose customers come along "preemptively unhappy," according to Michael Hess, CEO of Skooba Design, writing for CBS MoneyWatch, often represent the greatest opportunity to be turned into "permanently delighted" customers.
Mr. Hess outlined four guidelines he believes are involved in turning unhappy customers into happy ones, a process he refers to as "slingshotting."
- Defuse - Start by responding with words that seek to settle the fuming customer such as, "I hope you'll give me the chance to try to help you."
- Don't get defensive - Any tone that suggests you are not looking to genuinely deal with a situation will reinforce the unhappy customer's preconceived notions that this exercise will only lead to more jerking around.
- Do something - In some situations, you may be able to resolve the situation to the complete satisfaction of the customer, but even when that is not possible, find some way to respond. Doing something is always better than doing nothing.
- Do something extra - Deal with the customer's issues and then give them something extra — a future discount, a service/shipping upgrade, etc. — to demonstrate your sincerity and create loyalty that goes way beyond the gesture.