Deborah is sitting in her office reviewing monthly reports as she listens to routine bustling of her staff. Suddenly, she hears a single voice amidst the regular noise. It is Mary, the receptionist, attempting to get a word in as she deals with a rather stubborn and authoritative customer. The call is placed on hold and is transferred into Deborah’s office. Mary announces, “Mr. Money is on the phone; he is angry and is demanding your help.”
As she reaches for her phone, Deborah recognizes that how she handles the next few seconds will determine whether Mr. Money will raise or lower the bottom line on the next monthly report. Like Deborah, in the time it takes to reach for the phone and say “hello,” you must have the focus and knowledge necessary to take control and lead the caller back into your corner.
As you listen to the complaint, pay attention to how the caller became disgruntled. Many times the caller has reached your desk because someone in the chain of command failed to listen and address their concerns.
Keep in mind that the best way to initiate control is to take the high ground. Not just the high road of virtue and doing the right thing, but the high ground as a vantage point to observe the situation as a whole. Prepare to remove yourself from the fray and look at the big picture. The best means of accomplishing this is to remember these four rules:
1. Do not speak until you have truly listened.
The opposite of speaking is waiting to speak. Listening is a separate task, and in fact is an art. If you’re waiting to speak, you are preparing to address the other person with words.
The easiest of all irate customers to deal with is the one who just wants to be heard. They begin to tell their story to each person they encounter on the way to your office. Their repeated rehearsal of the story should be your first indication that all they need is understanding and reassurance. They want someone to listen.
2. Do not defend until you have heard the attack.
Step back and allow the speaker to talk. As you listen, do not formulate your responses, but follow the speaker with an eye toward understanding the nature of their accusations and allegations. The ability to effectively challenge someone’s argument hinges on you understanding his or her argument.
Taking control of a situation requires you to pay attention to what is being said so that you may take all you’ve heard and use it collectively as you map out your proposed solution. Adopting the other person’s arguments in your solution will make it much more difficult for a person to rebuff your offer of resolution.
3. Identify the true nature of the complaint and the complainant.
There are many reasons why a customer complains. Dissatisfaction with a product or service is obvious, but some complaints are born and nurtured in environments outside of your control. Take control by listening and asking questions about the circumstances that led the customer to your door.
Some people are simply disappointed with your entire industry. Lawyers and mechanics will identify with this. It is necessary to set yourself apart from the herd and let the speaker know that you care. Some complaints are born from a lack of clear expectations. Explore their concerns and guide them back to a more realistic path.
The most difficult of all complaints comes from the customer who, due to their own shortcomings, doesn’t understand the reason your products or service is failing is their inability to follow instructions or guidance. It is essential to speak to these people as you would to a friend. Make sure your vocabulary and speech is simple enough that they can follow your directions to the letter. But do not come across as condescending. This can be avoided by remaining social and human as you address your customer.
4. Focus on areas in which you and your company can improve.
Even the most irrational or self-absorbed customers can help you improve service. By looking for areas of improvement in each and every conversation, you will not only actively listen, but you will grow and become better.
Consider the following checklist as a starting point. Obviously, your industry may have specific questions or concerns that you should include. These questions will help you resolve your next irate customer moment:
- Whom have they spoken to already?
- What remedies have failed?
- Is the problem real or imagined?
- Is it related to a personality conflict with a member of your team?
- What are their expectations?
- Are the expectations something you can address?
- How many people have they spoken with at your company?
- Has everyone given them sound advice or bad advice?
- Is the disappointment with your company and you?
- Have they allowed their anger with your industry to fester?
- Have they been given sound advice but the problem rests with their inability to understand and listen?
- What can I learn from the situation to improve my bottom line?
