Today a client told me about a letter from a competitor that was sent to a customer denying a $40,000 warranty claim. “The company personnel didn’t even have the courage to call the customer,” he stated. “They hid behind the distance and one-sidedness of a letter.”
“Evidently management at the company did not care about continued business from that customer,” I replied.
“But the company did solicit more business from the customer in the future,” he added.
I shook my head. “Study after study has shown that having a problem is not the reason a customer will not do business with a company again. The response of the company to solving the customer’s problem determines the future relationship. Giving attention to the situation and arriving at a solution that satisfies the customer makes the difference. In fact, customer problems are opportunities to strengthen the company’s relationship with the customer. Customers say that they will do business again with a company that shows an interest in the customer and handles the problem.”
“That’s why I tell all my employees never to leave a message on the phone, via e-mail, or in a letter that is not positive,” he agreed. “If they have unpleasant news for a customer, I want them to own it and discuss it with the customer. I want them to talk with the customer and arrive at a solution that works for the customer.”
“Good job!” I praised.
With all the different ways to communicate with customers today, we can easily use text, e-mail, voice mail, or even snail mail to deliver unpleasant news. We can rationale hiding within one of these forms by telling ourselves that we don’t have the time to call the customer more than once, to wait for the customer to return a call, or to set aside time to reach the customer at a time that works for him.
If we want to retain that person as a customer and, hopefully, do more business with him or her, the best choice to communicate unpleasant news is direct, either voice-to-voice or face-to-face. This choice offers the opportunity for two-way communication, a give-and-take discussion, and arrival at agreement to settle the situation.
When delivering anything that is not positive, use the best choice, the one that is an immediate person-to-person connection.
This week's marketing trivia challenge is How do you and your employees deliver unpleasant news? E-mail me your answer.
“Evidently management at the company did not care about continued business from that customer,” I replied.
“But the company did solicit more business from the customer in the future,” he added.
I shook my head. “Study after study has shown that having a problem is not the reason a customer will not do business with a company again. The response of the company to solving the customer’s problem determines the future relationship. Giving attention to the situation and arriving at a solution that satisfies the customer makes the difference. In fact, customer problems are opportunities to strengthen the company’s relationship with the customer. Customers say that they will do business again with a company that shows an interest in the customer and handles the problem.”
“That’s why I tell all my employees never to leave a message on the phone, via e-mail, or in a letter that is not positive,” he agreed. “If they have unpleasant news for a customer, I want them to own it and discuss it with the customer. I want them to talk with the customer and arrive at a solution that works for the customer.”
“Good job!” I praised.
With all the different ways to communicate with customers today, we can easily use text, e-mail, voice mail, or even snail mail to deliver unpleasant news. We can rationale hiding within one of these forms by telling ourselves that we don’t have the time to call the customer more than once, to wait for the customer to return a call, or to set aside time to reach the customer at a time that works for him.
If we want to retain that person as a customer and, hopefully, do more business with him or her, the best choice to communicate unpleasant news is direct, either voice-to-voice or face-to-face. This choice offers the opportunity for two-way communication, a give-and-take discussion, and arrival at agreement to settle the situation.
When delivering anything that is not positive, use the best choice, the one that is an immediate person-to-person connection.
This week's marketing trivia challenge is How do you and your employees deliver unpleasant news? E-mail me your answer.
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