How Can I Win Back An Unhappy Customer

Ask the Experts: How Can I Win Back An Unhappy Customer

Disgruntled customers can be turned into advocates for your business.

Roy Prevost: Retail Consultant

If you are the cause of the unhappiness to the customer, then there is a time-tested strategy to approaching this customer and inviting them back into the fold. First, you should be well prepared with your responses to any questions that might occur during the conversation. As an example, drawing up a history of the unsavoury experience (in writing) will clarify it in your mind as well as providing you with some confidence when you are talking to the customer, either face to face or by phone.
Next, begin the conversation by saying, “Mr./Ms. (name), this is (your name) from (your company) and I am calling to address the issue you have had at our store. Do you have a few moments to discuss it further?”
You begin by apologizing for the misunderstanding and reminding the person how valuable they are as a customer and you would like to take measures to regain their trust.
If they begin to vent their frustrations, remain silent until they are finished, even though you might be tempted to intervene and fix the problem. If you do this, you lose!
You will intuitively know when the person is finished venting; at that point you can say, “What would it take to resolve this issue to your satisfaction?” It is my experience that, many times, the client simply wants to be heard.
Finally, your goal is to help mitigate the client’s unhappy experience, voice your appreciation for their past business and invite the customer to come back to your place of business.
It doesn’t work all the time, but at the very least you have reached out and attempted to resolve the issue and have demonstrated good faith.

Tom Benson: Chief Experience Officer, WildPlay Element Parks

Here are six questions we use to watch for, and win back, an unhappy customer.
What are the warning signs? Tools that give customers a safe way to send feedback – such as guarantees you can be called on, and online suggestion forms – are a simple way to collect information and respond before customers share a negative story with others.
What is the real problem? Solutions are likely to be ineffective without understanding why a customer is disgruntled. Don’t fear the truth. Don’t be careless. Observe, listen and identify the core issue.
Stuff happens – what’s expected? Luckily, most customers’ demands are not too complex; dissatisfaction simply indicates a gap between service delivery and expectation. Determine how best to bridge their opinions with your interests, then ask what’s the least it will take to exceed their expectations.
How do we take action? Take their issue personally – but act professionally. We address the original issue and take responsibility, then engage our guest in figuring out a solution that is best for them and fair for our business. It’s easy to get defensive, but quoting policy, over-explaining or playing down the situation will only solidify the customer’s resentment.
How are we doing? In measuring customer sentiment, strive for 100% feedback – and 0% complaints.
How do we do better? Look to your values. If you strive for a culture of quality, then caring about customers comes first. Commit to service delivery standards at every touch point, and be accountable. Want to take things to a higher level? Ask tough questions, and ask often. People will tell you how to make them happy.
With these questions, we get to decide to be right, or build relationships; to recede into obscurity, or exceed and win back a believer. Choose wisely – and be your own happy customer.

Guy Steeves: Regional Development Director – Western Canada, Constant Contact

Social media has changed customer relations forever. Facebook and Twitter, along with consumer review websites and local online directories, give customers a megaphone for their views. While you can’t control everything consumers say about your business, you can control the quality of your products and services – and the customer experience. First and foremost, focus on offering the best experience possible to all of your customers and you’ll be one step ahead in the customer satisfaction game.
As the same time, be open to the comments offered by customers, positive and negative, wherever you engage them. Listen to what people are saying about your business and engage them in a two-way conversation. Let them know you’re listening and that their opinions matter.
How you respond to an unhappy customer is going to vary, depending upon the specifics of a situation. While you don’t want to have a knee-jerk reaction, you do want to try your best to quickly address a problematic situation and create a dialogue. In some cases, offering a refund might be in order, but oftentimes offering quick fix to the issue at hand or a thoughtful explanation as to what went wrong will be enough. You could also consider offering a discount on a future product or service as a way to say “Thanks for sticking with us.”
Whatever you do, make sure you acknowledge the issue at hand, show that you understand and appreciate their perspective and ensure that whatever resolution you select, it’s confident and well executed. That will not only help calm an upset customer, it demonstrates to every other customer that you’re accepting responsibility, which is something everyone can respect.
When handled well, you can win back customers you would have lost, and even turn them into advocates because of how well you addressed their problems.