There is no rule of thumb on how to treat customers. Old mantras such as "The customer is always right" and "Smile when talking to the customer" or even "Don't argue with a customer" have become pretty much etiquette rules in most customer service departments, but the truth is these mantras simply don't live up to their hype. In this day and age, all customers are different and therefore should be treated differently. You can't apply the same rules to everyone just because they passed your front door. Customers can't always be right, and even if you smile when talking to a customer, they can still be angry at you and not satisfied with your service.
According to a recent IBM Global Survey, 74% of the top business leaders have only a general or superficial understanding of their customers. Implication: Managers take operational decisions considering what can be done faster and more efficiently by the organization vs. what customers value the most. What's more, companies continue to put inspirational messages and emotional brand on the market, but not always emotional promises fail to deliver when interacting with customers. Only 69% of leaders of top believe that their organization comply with the promise that we make the brand. Yet, when it comes to the customers, emotional factors represent 25-40% (depending on the industry) of the interaction with an organization.
The recent Dunkin' Donuts story that’s gone viral teaches us that, whilst an employee can withstand verbal use and remain calm when dealing with an angry customer, it might not be always be the best approach. Such behavior is offensive not only for the employee, but also for the customers around who are forced to listen and remain in queue until the angry customer finishes his/her rant.
So, what's there to do to avoid such situations in customer service? Although an absolute for this doesn't exist, there are few solutions which the company can take to prevent them from occurring and diffuse the atmosphere in case they do happen. In this regard, the LDAL steps (Listen to what the client have to say; Diffuse atmosphere; Act to improve the situation; Leave a good impression) can prove to be quite a good start.
There are also some key techniques which the customer service employees can use when dealing with an angry or upset customer. These are as following:
Empathy - Accept, without having to give your consent, on what the client has said or expressed.
Apologize - sincerely show regret for the customer's unpleasant experience. If appropriate, ask your apology on behalf organization without having to accuse colleagues.
Assessment - Show clients that you appreciate information or actions that help comprehend and solve the situation.
Insurance - Announce the customer that you are eager to help him and will personally keep an eye on the case.
Confirmation - Check that you have understood what the client said it actually happened.
Selective Agreement - Approved a thing that the client said.
Setting limits - Make the declaration that announces the client that certain words or behaviors are outside the limits of a productive business discussion and they will not be accepted. Note: Use a positive tone.
In addition, there are some steps which can be followed to improve the client's perception on the company and leave a positive impression.
For improving company's image:
Step 1 - Remedy the situation quickly
Step 2 - Explain what happened
Step 3 - Confirm client's understanding
For leaving a good impression:
Step 1 - Make an extra step to show goodwill
Step 2 - Respect your promises
Step 3 - Seek to solve the customer's problem
In conclusion, it's essential for customer service employees to learn to adapt to customers' needs and make them happy no matter what, while also protecting the company's image. In this regard, the above steps represent the first steps in the right direction.
.jpg)
Stefanie Amini is the Marketing Director and Specialist in Customer Success at WalkMe, the world's first interactive online guidance system. She is chief writer and editor of I Want It Now, a blog for Customer Service Experts. Follow her @StefWalkMe