Since past few years, there has been an increasing
stress on paying appropriate attention to unhappy customers. This is not some
new found concern for customers but has more become a part of operational
activities of a business organizations. Companies have well understood the
impact of a dissatisfied customers on the business and the popularity of the
brand. Although, keeping a customer happy at all times seems to be an
impossible task but you can still prevent your company- customer relationship from
straining to irreparable extent. Moreover, company and customers are
interlinked to each other and former is unable to survive without the support
and goodwill of its customer base. So, their grievances need to be addressed
for maintaining the conversion rate of a business organization. Here are
the steps that can help in ensuring a long lasting smile on your customers.
1. Pay attention to their complaints- In a customer service department, it is
essential that the representatives has a penchant for listening and is
concerned about the problems of the customers. It is very soothing experience
for a customer when he/she feels that their issues are patiently heard and
proper assurances are given to them. There is no point in indulging in a heated
argument with a complaining customer as it will not impact your sales revenue
but will also affect your brand appeal among your customers. It is obvious that
they are experiencing bad service from your business organization in return of
the spent money and are thus entitled to register their protest or complaint.
In these circumstances, it would be wise to assure
your customers that proper action would be taken against his/her complaints and
if required the amount will be refunded back to him/her. This will not only
prevent your relations from being strained but will also help in retaining the
trust and faith of your customers.
2. Implementation of the necessary steps
towards problem resolution- Once
you have assured your customers about the proper actions to be taken, it is
time to actually start working in that direction. Make necessary optimization
in your service delivery, website design, service quality and other such areas so
as to provide comfortable experience and service to your customers.
Providing a timely problem resolution can go a long
way in establishing the customer rapport with your company. Moreover, it would
be of no surprise if that complaining customer is willing to engage with your
company for business purposes. There are instances when bigger organizations
like Nokia (Presently under Microsoft Corporation), Toyota, Apple Inc.,
Facebook and such others have expressed apologies to their customers and have resolved the issue that occurred in their services.
It also delivers a clear message that the company is accountable to its
customers and can prevent your conversion rate from falling.
3.
Maintaining
a record of your customer complaint- It is a good practice to keep record of your customer
complaints, actions performed and the final outcome of the complaint. This is
because, there can be instances of a customer arriving again on your company
for the same issue or different issue. In this scenario, it becomes easy for
the customer service representatives to act on these complaints by studying the
previous case of that customers. It not only helps in taking swift actions on
those complaints but also helps in identifying if the customers is having a
genuine issue or if the customer is trying to dupe the business organization
for undue advantage. Making a regular optimization of customer complaint
database can prevent the organization from falling prey to the latter type of
customers.
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