How Can You Improve Your Business With Unhappy Customers?
One of the most important factors determining a company's reputation is how it communicates with unhappy customers. Make the Customer Feel Caring. Do What You Need To Compensate For Your Mistake.
Customer service is extremely vital to building brand loyalty. In other words, the quality of the relationship you establish with your customers is the main factor that determines the emotional bond of customers with your brand.
Today, thanks to social media and the internet, people are in a more free position to produce content. Therefore, whether these people can write positive or negative opinions about your brand on social media is a matter that directly concerns you.
It would also be irrational for customers to praise a company with poor customer relations on Facebook and Twitter. In this context, it is essential for the success of a company to gain the heart of an unhappy, disappointed customer by communicating accurately and effectively.
Do you think it is possible to benefit from an unhappy customer as a company? So can you see a person with unhappy negative thoughts as an opportunity rather than a problem?
Yeah. If you listen to every dissatisfied customer, you can become the most important marketer of your company.
Let's now look at ways to turn an unhappy customer into a valuable resource for your company.
1. Make the Customer Feel Caring.
The theme of customer complaints is generally the same. "Nothing that should have happened has not happened." The product does not work, the repair service has not come, the customer service phone is always busy. And in all cases, the customer is disappointed. The moment the customer reaches you because of a negative experience, he is already unhappy.
As soon as an unhappy customer reaches you, trying to find a solution to their problem can be counterproductive. Because an unhappy and angry customer is in an emotional situation. For this reason, it is necessary to put this person into a mutual understanding mentality.
Namely, an unhappy-angry customer wants to understand the problem he / she is experiencing and to know the negative experience he / she has experienced. In other words, rather than product and service, he wants his own demoralization to be seen. If you try to find a solution directly related to the product, this person may think you do not care.
We all consider ourselves special and wish to be seen by others as special individuals. So when the customer approaches you with a complaint, first do things to show that you understand the person's problem.
For example, a sentence like this is ideal:
"It must be frustrating for you to see that the product you are purchasing is not exactly meeting your needs."
Especially the style you use in your speech about a complaint or problem on social media can make a lot of difference.
When a customer criticizes your brand and your products, it's natural to switch to a defensive mode, but remember; Only after you have the valuable information behind the complaint can you turn a frustrated customer into a loyal one.
And keep in mind that no one is as transparent as an angry, unhappy customer. This person gives you very important and valuable first-hand information about the shortcomings of your products or services.
For example, in the late 2000s, there was a widespread customer complaint that Dominos Pizza produced tasteless salt-free pizzas.
Dominos Pizza made changes in the pizza recipe by taking into account the opinions and suggestions of these unhappy customers. He asked all consumers to comment on their bloggers' pizza and produced new pizzas through those comments. This kind of transparency and openness to criticism allowed people to give Dominos a chance once again, and eventually interest in the brand soared with new pizza varieties.
Dominos CEO Patrick Doyle says: "Negative reviews will either sink you to the bottom, or you can reference these negative comments to produce better products and services and reach the top."
2. Do whatever is necessary to make up for your mistake
Some problems are more difficult to solve. Situations such as the shipping company dropping a valuable antique furniture, cable TV not providing service for 35 minutes while broadcasting the Champions League final ...
Sometimes you can't fix the problem, but there are many things you can do to make up for your mistake. This is very important in regaining the loyalty of an unhappy and angry customer.
In such cases, if the customer's problem is 2X, offer the customer a 3X compensation. So go beyond expectation to win the customer's heart.
For example, when a product purchased on Amazon.com is lost during the shipping process, Amazon.con sends the same product directly to the customer and this time does not charge a shipping fee.
In such a situation, even if the loss of the cargo is not Amazon's fault, it will still not consent to the unhappy customer. This is the main reason why Amazon is a global brand in customer service. Amazon does not allow its customers to be disappointed, either for themselves or for other reasons.
In this respect, when you do what is necessary to satisfy unhappy customers, you can regain them and even turn them into your loyal customers. Everything happens in life, cargo is lost, antique furniture falls and breaks while being carried. These things happen. The important thing is how you compensated for your mistake.
3. Protect Your Brand From Negative Comments
When you see that a product you have bought with enthusiasm and admiration is lousy plastic, we can understand the disappointment you experience when you buy a product that you have left the handle on the first use. Because such things happen to all of us.
In the age of internet and social media, such situations are reflected on the internet to a great extent and an unhappy customer shares his negative event with thousands of people. Thus, 1 person being unhappy causes hundreds of people to stay away from your brand.
Considering that negative reviews on the internet spread faster than positive ones, you want few or no negative reviews about your brand.
That's why you need to have control over what is written and drawn about your brand on the internet. You can do this by eliminating the negativity of the customer, not by removing negative comments. In other words, you should reach out to a person who is disappointed about your brand on the internet, find out the problem and turn this person's bad experience into a good experience.
Seeing that the problem has disappeared and that you care about him, the customer realizes that his disappointment is a "one time" and stops accusing you of big words. But if you don't solve this person's problem, every time he hears your brand's name throughout his life, he will say things that you do not like at all.
4. Increase Your Reputation
By satisfying a disappointed customer, it is possible to make them even more loyal than a satisfied customer. In other words, when a problem is eliminated, our satisfaction is higher than when we had no problems.
Retail shopping store Nordstrom is a highly respected brand in its field thanks to its excellent customer service and the importance it places on customer reviews. Store managers attach great importance to the product return policy, and do not let customers be disappointed. In other words, you can return a product that you do not like, unconditionally.
Or Zappos, a retail chain like Nordstrom, is an exemplary brand in customer service. Thanks to the utmost attention given to customer service, all Zappos customers advocate the brand in a way by telling people around them about Zappos. Statistics show this too. 75% of the purchases made from Zappos are carried out by those who previously shopped from the store. So customer loyalty is really high.
If you solve your customers' problems instantly and exceed their expectations, people will tell people about the good customer service they receive and say positive things about your brand.
Nor is there anything more effective than customer reviews for increasing a brand's reputation. Remember, when you win the heart of a customer who was initially frustrated, you establish a long-term relationship.
5. Make Use of Comments and Suggestions
When you solve the problem of an unhappy customer and satisfy him, your job is not completely finished. Considering that he explains the problems experienced by the customer in detail during the speech, you will get extremely useful tips from this talk. Thanks to these tips, you collect great feedback so that the same problems do not happen again.
Every complaint is a great opportunity to not have that complaint once again. So if a customer has a problem A, there may be another 100 people who have this problem. These people may not have called you and explained the situation. According to researches, only 4 out of every 100 customers who have a negative experience express their complaints.
As such, every complaint forwarded to you is important in order not to lose future leads. Common complaints indicate a core problem your company is having and require you to eliminate that problem.
Yes, sometimes human or technical mistakes are inevitable. But when these mistakes become chronic, danger bells start to ring on behalf of your brand. How you react to complaints and how seriously you take customer complaints is one of the most important factors that differentiate you from your competitors.
In short, by listening to the problems and complaints of your unhappy, angry, upset customers, you can eliminate the negativity, and moreover, you can make these people more loyal, let alone lose.
Remember, every complaint is a great opportunity to eliminate the problems experienced in your company, to improve the quality of your products and services, and to improve the reputation and image of your brand. As Bill Gates said:
“The most unhappy customers are your most important learning resources.