In this extended hard market, the chances of having a client complain to you have increased. Although I assume that you work hard to make sure that all your clients are happy with your service, things do fall through the cracks and some clients are inclined to blame you for the continued increase in rates. According to Bill Cates, your response to your clients' complaints can mean the difference between losing them and strengthening your relationships with them.
When clients get nervous, many will notice your imperfections more clearly.
First, you should be doing everything you can to encourage your clients to complain. No, I'm not crazy. What I mean is this: Some clients will complain to you about anything and everything. Some will only complain about the big things. Most clients won't complain about the little stuff, but prefer to let things slide. The problem with this is that it usually creates resentment toward you.
A client with an unexpressed complaint isn't going to give you referrals, and they're probably going to move their business somewhere else — sooner or later. You need to create a business environment that fosters candid communication by your clients.
Second, I believe that how you receive a complaint from a client goes a long way in determining how satisfied the client will be in your resolution of the problem.
When a client is registering a complaint with you, the first few words out of your mouth and the first few actions you take can make all the difference for them and for you. Start off on the wrong foot and things will get worse. Start off on the right foot and they usually get much easier.
These 10 guidelines can help ensure that you're “receiving” complaints in the best possible way:
- Say, “I'm sorry!” and mean it. This is not admitting fault. You're sorry that they're upset, frustrated, and unhappy with something you or someone in your company did. Saying “I'm sorry!” expresses empathy that begins to diffuse any negativity the client might be holding.
- Honor their perspective (whatever it is). Even if their viewpoint is off base, it doesn't matter. First, you have to treat their position with honor. As you learn more about it, and they feel heard, you can begin to work on changing their perspective (if appropriate).
- Don't get defensive. There's a natural tendency for most people to want to protect themselves when someone complains. Resist this at all costs. Demonstrate that you're there for your client with such statements as “Tell me more.”
- Don't make excuses or argue. You never win in an argument with a client. Even if you win the battle, you'll probably lose the war (the client will walk). After you've heard the client's position completely and offered a solution that pleases them, you might tell them some of the reasons that contributed to the problem; however, doing this too soon in the process will make it appear that you're making excuses and avoiding responsibility.
- Understand the problem fully. To demonstrate your understanding of the client's complaint, repeat to them what you think you heard.
- When appropriate, tell them what you're going to do next and when you'll do it. Some complaints don't need resolution — your client just needs to be heard.
- Tell them when you'll call them back. Make a commitment and honor it. If you can't meet this commitment, call your client and let them know that you're still working on it.
- Thank them for bringing the issue to your attention. Thank your client for not holding back, especially about minor problems. Let them know that you desire communication that's as candid as possible.
- Resolve the issue as quickly as possible. The quicker the resolution, the less it will affect the overall relationship.
- Follow through and follow up until the problem has been resolved and all residual emotions have been cleaned up.
Any relationship with a problem that you've handled well is a stronger relationship than one that's never had a problem.
Encourage candid communication from your clients so that you can stop small problems from becoming bigger ones. And when clients do complain, learn to be “comfortable” with their complaints. You'll be glad you did!