Rain Makers

Turning Unhappy Customers into Loyal Customers

Man wrapped in cables.

As we all know there are some customers that will just never be pleased. No matter what you do or how you treat them there will always be an issue. In some rare cases walking away from a customer is necessary, but firing a customer should always be the absolute last resort. There are a number of things that can be done to save a broken customer relationship before breaking up.

  1. Never Apologize – I know this one sounds harsh but the reality and my philosophy is that apologies are overused. Just think about the amount of times you say or hear the word sorry in a given day. “I’m sorry” or “I apologize” should be saved for when someone dies or when you have really screwed up royally enough to make it sincere.
  2. Take Action – People don’t want apologies they want to know you are taking action. We covered this in an earlier post but it goes hand in hand with creating loyalty.
  3. Over Inform- You have only updated a customer too much when they tell you to stop, and if that is the case you are doing your job. By keeping customers informed you will make sure that they are aware of the situation and that they will be kept in the loop with any status change. Software tools make this easy, but it is just as important to communicate via phone as well.
  4. Communications – Communications are probably the number one reason customers are unhappy or look to other services. Some might argue it is price but the reality is if you are in regular communication with your customers there is no reason for them to look elsewhere for services plus they will usually let you know if there is an issue with your price.
  5. Make it About Them- Every conversation that you have with your customer should be about them. It is ok to have things in common with your customers and have mutual conversations, but be aware, when you dominate the conversation the focus is on you. Practice asking questions conversationally to master this technique. Asking questions immediately takes the focus off of you and puts it on the customer.

Turning an unhappy customer into a loyal customer is all about the relationship you have with them. The better the relationship you have with the customer the easier it will be to deal with issues as they arise. A lack of communication will always lead to an upset customer, so over communicating will definitely help.

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