I was shocked to read that airlines could do something right in the customer service department. Besides a few shining stars, the industry is full of abysmal stories of poor service and treatment. Our airline horror stories often come from lost luggage, canceled flights, delays and rude staff. Research done several years ago showed that when a traveler experienced one of these travel hiccups, and the airline dealt with it positively, the airline actually scored a higher grade than from the traveler whose travel experience was completely smooth. Often we think that when a mistake happens, we are doomed; we might as well consider that client long gone. However, if we learn anything from this research, isn’t it that a mistake on our parts might just provide the opportunity to further earn our clients’ loyalties and trusts?
There are some key components to providing great client service, especially important when things go awry.
- Be a good listener. We all tried to learn this in kindergarten but many of us, including yours truly, could use an elementary school review on our listening skills. In many cases, when things go wrong or a mistake is made, our clients want to vent about it. Most clients, depending on the severity of the mistake, just want to be heard. In order to effectively resolve the issue, we need to listen so that we know and understand what the client is really upset about.
- Don’t be defensive. Unless the client is really unjustified in his or her complaint, don’t put your guard up. I know that this is easier said than done when many of us hold our companies and our work very close to our hearts. Most often, if you do get defensive it will just raise the ante with the client’s emotions, leaving you in a worse position than when you started. Try to put yourself in the client’s shoes.
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Be empathetic and communicate that empathy to your client. Don’t you typically feel better when you are complaining (or ranting) about something and someone says, “I completely understand”? If you don’t feel better, you at least feel a little worse about continuing on the tirade. Those three words, and similar phrases, can bring two parties on opposite sides of an issue across the great divide, enabling them to work together to achieve a common goal.
- Empower your staff. If you do have staff, make sure that they feel empowered to “make things right”. This does not mean giving them leeway to give away your firstborn, or your month’s worth of cash, but do encourage them to jump through hoops for the client. Your client should know that when a mistake is made, everyone in your firm cares about fixing it and making things right. When someone on your staff does provide that great level of client service, make sure that person is publicly praised for his or her actions. This will help inspire a culture of great client service.
The next time that something goes wrong in your firm with a client, don’t go running for the hills. Use this as an opportunity to further show what great service your firm provides and make the client feel even more confident in his decision to hire you and to refer you to others.
Post note: Shortly after writing this article I had a great experience with a response to a customer service complaint that I placed. Lance Haeberle, CEO of Studio IT, handled a service complaint in a textbook perfect fashion. I would highly recommend Studio IT to anyone, especially after they handled a complaint with such class.
