Ferndale, MI—While tis the season to be jolly, things sometimes go wrong.
That “Free Shipping Day” purchase goes awry or, even worse, never shows up at all at its destination.
How should retailers handle angry customers who ordered gift items well in advance of the holidays, only to have their items show up late, after the date promised, or not at all?
According to Laurie Brown, a customer service expert and author of The Greet Your Customer Manual, “it is critical to your business to have a set plan in place to deal with disappointed and unhappy customers, especially during the holidays.”
Brown, who boasts more than 20 years of experience helping individuals, associations and companies improve their sales, customer service, came up with some key steps that she says retailers need to follow when they are faced with these angry customers.
Brown’s steps include:
- Apologize with empathy. “It isn’t sufficient to mumble the word ‘sorry’ and expect it to have a positive effect. Your apology needs to show your customer that you understand how your mistake has negatively affected her life.”
- Take ownership of the problem. Let the shopper know that you are the person who will fix their problem. Ask the customer what you can do to “make it right”.
- “Often people are afraid to ask their customer this question,” Brown says. “They don’t want to become obligated to meet an unrealistic demand. You needn’t be afraid of their answer, because simply asking does not obligate you.” Most customers are reasonable—at worst, you have the beginning of a negotiation.
- Fix the problem ASAP. Sometimes you can’t fix the problem immediately, “in which case you need to her that you’re making a sincere effort to resolve the problem.”
- Get the customers’s buy-in. Asking for the customer’s agreement will ensure that she will at least leave satisfied.
- Offer a small sincere token of apology–to the customer who purchased the items and to the recipient of the gift items. “You need to go the extra mile to show that you are truly sorry,” Brown advises. “A small token can go a long way to ease the pain your mistake caused. This gift shows that you understand that an apology alone cannot fix the problem.” Reflect on what you know about this customer and choose something that has meaning and value to her.
- Follow up. This is where you can really shine as a retailer. “After a short period of time, call, e-mail or write your customer, and the gift recipient, and make sure they are satisfied with your efforts.”
While Brown says these steps should be used all year long, they are especially necessary “when conscientious customers are angry during the holidays.”
Most shoppers who prepared in advance don’t have to worry about a last minute fumble at retail. But, some “will be left fuming when their purchases don’t arrive,” Brown says retailers need to remember that none of the steps outlined take an inordinate amount of time or money, but they can really create delighted customers—customers who will tell stories that promote the company to their friends and family.
For more information on Brown’s tips visit www.thedifference.net.
