Your most unhappy customers are your greatest source of learning…

Your most unhappy customers are your greatest source of learning…

22nd November 2013

Microsoft supremo Bill Gates once said “Your most unhappy customers are your greatest source of learning”. Unhappy customers should be valued within your business. Many unhappy customers will simply take their business elsewhere without giving you a second chance.

“I really want us to stay together”.

This sounds like something from a relationship counselling session. But this can be reflective of how your customers feel. Your customers want your relationship to work – that’s why they engaged you in the first instance. There are obvious signs a customer is unhappy and failure to spot the warnings can be symptomatic of a relationship that’s already broken down beyond repair.

We’re only human and we’re always prone to making some mistakes. But it’s how we deal with them that really matters the most. Often customer complaint channels are prohibitively awkward and just add to the customers feelings of dissonance. What the dissatisfied customer seeks is a sounding board. Someone within the company who’ll listen and deal with the problem accordingly.

Managing customer dissatisfaction is about having the right channels in place for the customer to express their grievances. Develop processes that enable experienced complaint handlers to turn negative situations into positive customer experiences.

However sometimes it’s important to recognise when to let go and separation is the optimal solution. It’s how you approach this that counts. Do so with understanding and clear communication.

As a business do you measure feedback from your customers? Are you prepared for the things they have to say? If not perhaps it’s symptomatic of a wider problem. You have to be open to criticism and take it on the chin.

In the UK, a recent study suggested that in 43% of cases, complaint management was the key factor in separating the top brands and businesses. Here at Waracle, we are constantly evolving the way we manage our customers feedback. Here’s what we believe in:

1.) You should always be open to discussing problems with your customers

2.) Learn to listen and understand why your customers might be frustrated

3.) Display genuine care and attention – there’s nothing more frustrating than being brushed aside in an automated call centre queuing system

4.) Apologise and acknowledge the problem, even if you believe you’re right

5.) Show compassion when you get things wrong – but not too much!

6.) If the customer and your complaint handler cant solve a problem, make sure there’s a senior staff member to mediate

7.) Think about what went wrong and learn to constantly optimise your processes and attitude towards customer service

About Waracle Mobile App Developers

As digital professionals, our job at Waracle is to continue exploring the design and technical challenges of bringing mobile experiences to life for our customers. Waracle is one of the UK’s leading mobile app development companies and Scotland’s digital products specialist. We’ve established the largest digital skills capability in Scotland with offices in GlasgowEdinburgh and Dundee. We offer full lifecycle mobile app and digital product services through conception, design, development and post launch optimisation.

We specialise in a widening range of technology: Mobile Web, iOSAndroidHybrid, Native, Internet of Things (IoT), Voice and Augmented Reality (AR) and we have achieved global recognition from independent research companies Clutch and AppIndex.

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