When the customer is not always right

One would assume that a business would aim to impress their customers, and in times of dissatisfaction, find a way to ensure their customers are not aggrieved, in order to maintain customer loyalty.

However, despite the rise in competition and the evolving psychology of buying behaviour today , little is being done to remedy the global problem of ‘mediocre customer service’.

Establishments cease to appease their aggrieved customers by using a variety of justified excuses such as “company policy” (doesn’t that get old?), or "the customer made the mistake, why should we pacify an unhappy customer when the issue arose due to his actions?"

(Here’s a thought, is pride more important to you, bearing in mind the different customer types an establishment such as yours would attract, or retaining the customer dollar?).

To illustrate - a tourist couple in Melbourne, Australia approached the service desk of a car-rental company to enquire about a one-way trip to Sydney.

The response issued was satisfactory – that a car will be ready and they could pick it up either before 06:00 PM that same day (at closing time of the establishment), or at 09:00 AM the next morning. Now at 06:10 PM the tourist couple returns to the establishment, only to be told that they’re already closed for the day.

This is where it gets interesting. The customers create a fuss, possibly with well and justified excuses about why they couldn’t make it back before 06:00 PM.

The service staff raises this to the customer service manager,who responds “I’m sorry I don’t have the time to entertain you right now as we are closed for the day and have better things to do with our lives other than work.” How about that.

I have often observed the way front line service staff behave with their customers. The plastic smiles, P’s & Q’s, and polite demeanor are exemplary, but the moment they are thrown a curve-ball, a special request, an unhappy comment or a complaint it is obvious that the staff are not adequately trained and unprepared to handle aggrieved customers.

Let’s now imagine a series of events that could and probably has taken place in your establishment.

The customer’s complaint is justified and appropriate. The organization did commit an error (regardless of how big or small an issue it may be) and attempts to take steps to remedy the situation:

1. Customer complains.
2. Service staff apologises.
3. Customer asks for some form of compensation for the error.
4. Service staff is not trained to respond, and so he calls the manager.
5. Manager informs customer that the establishment does not issue any form of compensation.
6. Customer informs the manager that he is a regular customer at their establishment, and failing to make him feel important will lead him to take his business elsewhere where his presence is appreciated.
7. Manager gets peeved and offers empty words of reassurance to the customer, “I understand / I’m sorry to hear that, etc” which do not solve anything.
8. Customer feels under-appreciated
9. Establishment loses one customer, or so it might seem on face level – but is it really only just one? (The same customer will tell the world about it.)

And we all know that our new-age customers will always turn to the Internet and carry out a quick background check on reviews and opinions of other patrons of your establishment to decide on where they should spend their money.

One of the most impactful experiences an establishment is able to create for its customers, is to fulfill a special request, or a complaint with speed and empathy.

It is this extra mile that creates a positive association that gets rooted in memory. For it is then that we can best show our customers how much we truly we care for them.

During a chat with Ian Sim, the Group Night Business Manager of One-Altitude, a multi-concept lifestyle destination with 360-degree sky dining view & world’s tallest al fresco rooftop bar, Ian said, “I strongly believe in building a quality customer experience. The primary reason for returning customers is the overall experience that they have, which isn’t limited to marketing promotions or quality of customer service.

Instead of having a ‘template’ reaction to complaints, we assess each one individually and give it the time and attention it deserves. We address their concerns, tackling the root issue and treating the ‘disease, not the symptoms’. They must leave our venue with a smile, satisfied with our handling of the situation. “

Remember, in your establishment, you have your supporters, antagonists’ & back-benchers.
As a manager or business-owner, you’ll need to be aware of the impact your employees have on the ecology of your enterprise during the grievance process and related customer compensation strategies deployed during the customer interaction.

These experiences will
1. Influence the relationship with your supporters leading to a greater inclination to express positive reviews
2. Change the mindset of your antagonists
3. Win over your back-benchers to make them more willing to endorse your organisation.

Dear reader, a beautiful phrase worth mentioning, “People will forget what you said. People will forget what you did. But people will never forget how you made them feel.” What have you done to make your customers feel they should return?

Gopal Jethmal, Director, Trust Group of Companies