Angry customers will come into your life. The best thing you can do to be prepared is to make sure you and your crews do the very best work possible. Have a quick response time when accidents do happen. Work to understand the root cause to any accident, and correct it. Keep your emotions in check and remember, don’t argue about an issue that you know you will lose!
Learn more in today’s Learning While Listening podcast, “Cooling Angry Customer.”
[TRANSCRIPT]
Sooner or later we all run into that one customer that, if the truth were known, we would love to rip out their throat. You know the type of customer I’m talking about, the type that no matter what you did to correct an honest mistake, they would never forgive or forget you, your company, or the job you completed.
Sadly, in some of these extreme damage control situations it might be wise to take our lumps and walk away. However, there are several things you can try before throwing in the towel and licking your wounds. Let’s first create a situation that captures some of the intensity a customer might be feeling when mistakes have been made.
John’s asphalt and sealcoating company was completing a private medical clinic parking lot. On the first day of tearing out the asphalt John’s backhoe driver accidentally hit a gas line. It was an honest mistake with the gas line being a little further from the building than either the driver or John would have imagined. Mistake #1.
While the physician who owned the medical practice was upset, he seemed to understand the mistake. The line was fixed within a few hours and the practice didn’t miss a beat in seeing patients. On the second day a hot mix delivery truck backed into a patient’s car, doing several hundreds of dollars of damage. While John’s insurance would cover the car damage, it was not good “PR” for the clinic. Mistake #2
Finally, a few days later the striping machine malfunctioned. Within a span of 30 seconds there was yellow paint sprayed on one parked car and the corner of the clinic building. The corner that was sprayed happened to be the office…of the building owner. Mistake #3
Now, while some of you are still yukking it up inside, consider any foul-ups you have had. I’m sure for some of us, John’s luck is nothing compared to what we have experienced. Anyway, what could John do in a situation like this one with the angry customer?
First, it is too late but John must ensure that all of his equipment is on a preventive maintenance schedule. The striping machine might have been operating fine but it will still need to be regularly maintained to prevent the type of accident reported here.
Second, aside from apologizing, John will need to go out of his way to see that all individuals who have been impacted by the accidents are more than taken care of. The insurance will take care of the damaged car, the painted car, and the painted building. However, if John wants to ensure greater customer satisfaction, he should be prepared to provide some extra gratuitous compensation.
Providing along the lines of a weekend stay at a nearby hotel or resort, or pay for a dinner at an upscale restaurant. One weekend at a resort or a dinner at even the most expensive restaurant in town will not replace a car but it does demonstrate the seriousness of your commitment to correct your mistakes.
Third, some of you are already thinking that this job may have to be a freebie. Well, if the customer pushes you on this item of business, you may very well have to “eat” this job. I’m not convinced that you have to do this, at least in the beginning, so do not surrender to early. Depending on the physician’s ethics, if he believes you to give in too easily, he may really take you to the cleaners. Whenever possible, try to work out a settlement that does not include giving away work.
Fourth, remain calm when interfacing with the customer. In John’s situation, he had better be prepared to “eat crow” and bite his lip as he takes in an earful from the customer. You only make matters worse if you respond angry or sarcastic. Take your beating like an adult and keep your head cool so you can think through the proper corrective steps. I remember some sound advice from my dad, “Don’t argue or fight about an issue that you know you will lose.”
Finally, the best thing you can do to calm an angry customer is to take corrective action as soon as possible. Have the painted car and building worked on immediately. This suggests having a “crisis action plan” in place for such accidents. Know who the best people are in town who can clean such messes up when necessary. Hopefully you will not have this type of run of luck very often but if you have been in business for any time at all, your day is coming.
OK…Let me give you some bullet point actions in review.
- Don’t lose your own temper when the customer loses theirs’.
- Be patient…listen first and reinforce your sincerity by taking notes.
- Don’t contest everything the customer says happened. They may be wrong but do not argue with them…this is not the time.
- Prepare by understanding exactly what happened and/or circle back around to inspect…just be patient and keep your findings to report, if they differ with the customer’s perspective, until tempers have cooled.
- Finally, do not avoid the customer. Be sure to take your whipping like a “man” but follow-up. This will win their respect…someday…but do not avoid following up.
This article was not easy to write. Why? Because looking at John’s situation as my own, I realize that I might not be able to do anything that would convince the customer to use my company again. Then again, considering that I might do some of the reconstructive things mentioned in this article, perhaps the customer would at least realize that I took full responsibility for mistakes made.
Angry customers will come into your life. The best thing you can do to be prepared is to make sure you and your crews do the very best work possible. Have a quick response time when accidents do happen. Work to understand the root cause to any accident, and correct it. Keep your emotions in check and remember, don’t argue about an issue that you know you will lose!
