CONSULTATIONS IN SERVICE: THEY CAN BE THE BLACK OF THE RICE IN THE BUSINESS AND AN ELEMENT TO TAKE ANYONE FROM QUICIO. SEEN FROM ANOTHER ANGLE, ARE OPPORTUNITIES TO IMPROVE - AND UNTIL DIVERSIFY - YOUR BUSINESS.
'I have a small Internet Café business. Occasionally, there are customers who complain, but sometimes it seems to me that they complain too much, or about things that are not important or that do not depend on me or my staff. I think there are times when they just waste my time. What should I do with these clients 'complaints? Should I attend to all of them?'
JORGE SÁNCHEZ, PUEBLA, PUEBLA.
It is normal for you to find - from time to time - customer complaints exaggerated, especially if you have not found them useful. However, even though most of us view complaints as troublesome and annoying, I assure you that they are a great opportunity for your business for two great reasons. The client:
- You want to shop at your store. You want to help you avoid similar mistakes in the future.
When a customer complains (only 4 percent of customers will, according to global trends), he actually asks someone to listen to him and to solve a problem that arises in your business. This problem may prevent you from buying on that occasion when you complain or on a future occasion. If people take the time to comment on what bothers you in your company, it shows that you want - or wanted - to buy in your establishment and that there is something that prevents or inhibits your desire.
That is, there are many things that you are doing well and one, specifically, that does not meet the needs of that client, who may very well be representing a segment of consumers.
By coming with you, you give your business a chance to resolve the problem and keep you as a buyer.
Another great advantage of resolving that complaint is that if the customer is satisfied with your amendment, it will surely increase loyalty to your company.
If you want to sell more, you should listen, attend and resolve all the complaints you receive.
You may not, but then you must be willing to lose a lot of customers. Even potentials who are put off by a bad recommendation.
There are times when customers complain about something that happened to them and that did not prevent their purchase. Perhaps it is a dissatisfaction in the service or in the use of the product. So buyers want to let you know so your business doesn't make the same mistake again.
Wouldn't you like to avoid those mistakes? Add the fact that listening to the customer will not cost you a lot of money, but you can get information that can help you improve, at no cost.
Yes they are competent
As a last point, let's analyze that many entrepreneurs feel that their clients' complaints are not directly related to their products and services. But that does not mean that you should keep your arms crossed.
Let me give you an example. A manufacturer of sportswear (of the type of souvenir clothing on beaches and tourist sites) received daily complaints that shipments to its client-distributors in the interior of the republic did not arrive on the promised date. Since the manufacturer sent the orders through a courier company (by plane), they felt that it did not depend on them and that they could do nothing about it. But they kept getting the complaints.
When the manufacturer informed us and asked for help, we suggested that they investigate what was going on with greater certainty, asking complaining customers for more information. The information provided was:
- The product is received 3 or 4 days after shipment, despite the fact that the courier company promises 24 hours. That bothered customers, because they felt they were losing sales. The courier company told distributors that because the shipment went with the caption, 'Charge the recipient', they did not give it priority, because they did not know if - actually - the customer would pay upon receipt of the merchandise (words from the staff of the company in question).Even though customers paid for the courier service, they felt that they did not receive the service they needed and that when contracted by the manufacturer he had a certain responsibility.
We suggest the manufacturer to approach the courier provider and see how they could solve the problem for their customers, or look for another service provider company. It was not necessary to change suppliers, because the company offered a credit plan for the shipments if all were invoiced to the manufacturer.
The owner offered his clients to invoice the cost of freight in his merchandise breakdown to have access to credit and 24-hour secure service. Customers agreed, even more so when they learned that prices would be 20 percent cheaper because of the volume of shipments.
This is how the problem was solved. Today, orders arrive on time, there are freight savings and there is always merchandise for tourists.
In conclusion
Your customer may complain about something that is not entirely dependent on your business, but you can also do a lot to solve it, which will lead to more loyal customers and more sales. Perhaps the client complains about the slowness of the Internet in their coffee and although it is not up to you, they can change providers or improve the capacity of their equipment, as long as the client continues to come to your business.
Are not complaints worth gold? '
