No doubt, you've heard of the 3-11 Customer Rule. It holds that a happy customer will recommend your business to three people, but an unhappy client will broadcast negative comments to up to 11 people. To overcome this rule, Patricia Czech says that you must employ an upbeat attitude and positive response to any potentially volatile customer service problem.
Eileen Brownell, author of 12 Secrets of Unforgettable Customer Care (Star Publications, 2000), offers these guidelines for turning a difficult customer into a living advertisement for your organization:
- Use Positive Words. Avoid terms such as “problem” when describing the client's complaint. Negative words reinforce the customer's view that something's wrong — and that perhaps you can't fix it.
- Put Aside Emotions. Calm down an angry, frustrated customer by using a pleasant, even voice. Remember the client is rattled by the situation, not mad at you.
- Create Remedies. Offer a reasonable solution for the problem. Don't make the customer compromise their feelings or values. Show concern for the customer, not only the dollar.
- Offer Options. If possible, provide the customer with the chance to choose a solution. That gives them a sense of control and a better feeling about you and themselves.
- Transform Negative Emotions into Positive Feelings. No matter how difficult the customer, work with them to make them feel good about your company. If they do, they'll return.
- Focus on What's Likable About the Client. Make the customer feel valued by finding and stressing their positive characteristics.
- Speak in Terms of What You Can Do. Don't remind customers of things you can't do, such as accept personal checks. Communicate positive options.
- Project a Positive Physical Image. Keep your business environment clean and organized — or the atmosphere will turn people off and undermine their confidence in you.