We all make mistakes. Sometimes they’re not our fault but we still have to take the wrap. They can cost the company lots of money, involve loss of time, productivity, incur injury or cause embarrassment. But perhaps the most potentially expensive missteps are those that negatively impact your customer, or at least their perception. Clearly, the most difficult are those cool-gray-toned ones where the client views it as a problem but you don’t see it exactly the same way. These are the times that require your greatest patience, poise, diplomacy and, immediate attention. First, you have to consider what’s at stake, not the least of which is the lifetime customer value (LCV) in the relationship. Here’s how to sugar coat your response to the most serious complaints.
Working through customer conflict
This is about difficult stuff that (hopefully) you don’t have to deal with very often. But certainly, your future with a customer may depend on how you handle the sticky stuff that comes down from time to time. These are the more serious issues that cannot be easily resolved with an apology and a make-good. I want to focus on the written form of issue response and why it may be your best shot. Sure, a phone call is efficient but there’s often too much at risk. Too much potential for tempers to flare and it’s too easy communicate in an unintentional or non-business-like manner. Remember, the problem may only be their perception anyway but perception is reality. You need to compose yourself and your thoughts; consider what needs to be said and how you should say it.
Stop. Do not push SEND
Want to make matters escalate fast? Knock out a quick email and push SEND—see where that gets you. The phone and email are risky alternatives because they make it far too easy to dispatch emotions, too quickly. Even if they are written well, emails (and voice mails) can be forwarded, and filed or otherwise find their way out of a meaningful context to the situation at hand. A letter, written in an even-handed manner, can actually diffuse a potentially inflammatory situation. Show your client your upmost respect; never use an email for tenuous situations.
Ready-Set-Go: three goals to achieve
Besides the therapeutic aspects of writing and thinking through your problem, a formal, signed letter means more than official business. When you write a personal communication from you to another person it shows respect for that person and says that you consider this is an important matter, worth the time to collect your thoughts and write about it. This thoughtfulness will pre-empt most of their steam before they even read your message. As you disarm their emotions you get them thinking sanely. Next step is to communicate the right message. Here are three goals you want to achieve:
- Deliver the message to your client as soon as possible—a well-crafted letter, delivered promptly, strongly suggests you have little doubt about your position.
- Write clearly—avoid being misunderstood. Begin with your main point. Follow with your reasons and support. Print it. Proof it. Read it again.
- Protect your interest in future business—if that’s what you want.
Resolve to put it in writing
If you decide to compromise, and agree to accept a customer’s complaint, you can create greater impact and a longer lasting, positive impression by putting this decision in writing as well. Again, use an even-handed style and end on a positive note—there’s no better way to get on with business. Here’s how to construct an adjustment letter:
- Tell them what you’re going to do by stating your agreement in your usual active, straightforward style.
- Offer your appreciation to the client for bringing the matter to your attention which helps you maintain your high standards for customer service.
- Offer your solution to the problem which affirms that you do not expect this to happen again.
- Explain what happened. Use a more passive voice here to let the last bit of gas out of the chambers. For example: Say “The price had to be raised….” Instead of the more active, “We had to raise the price.” In this manner you suggest that other forces, beyond anyone’s control may have been at work. The latter raises the question, “Maybe you had to raise the price, but someone else might have let it go.”
- Wrap it up on a positive note—how you’re looking forward to greater things.
INSIGHT:
When you make things right with little apparent effort in your customer’s eyes you build your brand in a relevant way. Why? Because 1) you make it easier to do business and 2) you reduce buyer risk—two of the most important B2B (business-to-business) criteria for choosing a relationship to invest in, according to research.
All these seemingly small details roll up to ACCESSA’s simple mission “Improving your product, improving your bottom line.”
Share your specific challenges. Comments are always welcome.