Taking customer service from excellent to exceptional.

Welcome to our guest blogger, Results Coach Marilyn Suttle. She’s an international conference speaker, communication expert and the bestselling author of “Who’s Your Glady? How to Turn Even the Most Difficult Customer into Your Biggest Fan.” 

“Complaints 101” can get you into trouble.

If it’s essential to handle customer complaints well, then why do so many service providers do it poorly? It’s not their fault. When they’re given a “Complaints 101″ formula, including steps to take and words to say, it’s bound to get them into trouble. There are missing pieces that make all the difference.

To illustrate, let’s look at one specific step in the process of handling a complaint well:

How to thank your customer for complaining.

If I’m upset about an error on my bill, and I complain to the sales professional who made the error, it would come across as odd if he offered me a robotic, “Thank you.” It would cue me in that he has no idea why he’s thanking me. I’d be even more annoyed than I was before.

Knowing what to say isn’t enough. He needs to know WHY he’s saying, “Thank you.” His response changes when he understands that a customer complaint is a gift because most people don’t bother to say they’re upset. Instead, they rant, rave, and tweet it out to everyone else, and never come back. A complaint is an opportunity to take action to restore good feelings, and can keep those customers and their dollars coming back.

When I complain, I like hearing the service provider say, “Thank you for telling me,” in a tone that shows he knows my value to his company. As customers, we’re disarmed by this because we don’t expect to receive a sincere expression of gratitude when we’re complaining.

Take it from excellent to exceptional.

The essential piece that takes service from excellent to exceptional is the “WHO.” Without the “who,” a service provider can slip into feeling desperate to “not fail” at keeping the customer’s business or, less than genuine in their approach. Today’s customers can smell desperation and have little tolerance for inauthenticity. It lowers trust, even when they get a positive resolution.

The winning question that takes service levels to the very top is: “Who do you choose to be when customers complain?” It’s a game-changer.

Who do service providers become when they only know “what” to say? They become uncomfortable and awkward.

“Who” is the game-changer.

Who do service providers become when they only know “what to say” and “why” they’re saying it? They become desperate or savvy (which can seem manipulative or opportunistic.)

It’s the service provider who knows “what to say,” “why” they’re saying it, and “who” they want to be for the customer that creates a “you-belong-here” positive customer experience. Mentor your staff to know the answer to the question, “Who am I to the complaining customer?” They can then easily become “who” they choose to be. When you ask yourself that question, your actions, feelings, and energy exude it. Try these on and notice how it changes the words, “Thank you for telling me.”

Try these on for “who” you are:

I choose to be caring.

I choose to be a champion of service excellence.

I choose to be a solution finder.

I choose to be compassionate.

What about you? How do you ensure that the what, why, and who are in place when handling customer complaints? Please comment below. And if you have enjoyed this post, please click Like. Thank you!

Marilyn is the creator of the video-based online training course The Customer Service Roadmap. Contact her at Marilyn@MarilynSuttle.com.