Throughout the many workshops I have done for companies, I have heard the same refrain: customers complain a lot.
And I agree. In my dealings with my own customers, I know that comments are a huge issue to bear, and they seem relentless sometimes. And constant - regardless of the excellent customer service that you provide, and the quality of your goods or service.
The key that I always say is: "How do you Rumpelstiltskin that customer complaint?" That is, how do you take the straw, and turn it into gold?
It's hard to do. The first step is, can you hear what the customer is saying? What gets in the way of listening to their comment? Your ego? Your perception of them as a crazy crackpot?
In my experience, even the most crackpot complainer has something to offer, some perspective that can help me to innovate. If I can find a way to get past my own ego, I can figure out how to use their comments and learn more about my product, my customer base, and how people interact with my brand.
I was doing a CEO training session in San Francisco, and one CEO was talking about a specific customer who constantly contacts his company to complain. When I asked him what his business was, he told me it was a winery. At that moment, I had to bring up that when a consumer goes into the grocery store in California, they have a choice of MANY different types of Chardonnay. If a customer calls to complain, they are not talking about your wine (they could have made any other choice), they have an affinity to your BRAND, and that is what let them down. Somewhere in that passionate complaint, there is a lesson that you can use to innovate.
So find ways to listen to what customers say - and to turn that straw into gold. Just remember to Rumpelstiltskin that complaint.
For multiple tools to help your customer service team to transform straw into gold, contact Andrew for a quote.
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