by Lynn Thomas
I had a mail order catalog in hand and decided to order online rather than call the 800 number.
Online, the company advertised that shipping was free and each top I ordered would cost $3.00 less. I was impressed with the online bennies. I placed my order online, and when I was ready to purchase the tops, they were listed at FULL price and shipping was EXTRA.
I could not locate a way to decline the purchase online, so I called the 800 telephone number. I was furious. Was this a bait and switch? I wanted to win this argument or stop the sale. The woman was exceedingly pleasant. She listened intently to my story and then apologized. I felt much better. I am continually amazed at how an “I’m sorry” deflates my anger.
She had to locate my order, and when she did, she asked me what should be the price of the tops? She trusted me to give her the price. Wow! I told her the $3.00 off cost, and she removed the shipping costs. This all took about 90 seconds. She thanked me very much for my business, patience, and calling the error to her attention. She made my day!
I stopped and thought why did this woman’s actions mean so much to me? First, as a complaining customer, I am usually blamed in some way for the problem. She did not say a word about it being my fault. Second, she asked me for the cost of the tops. She never said that she needed to check on the price; she trusted me. Third, she told me she was removing the shipping costs; she gave me what I was promised online. Fourth, she thanked me for my business, patience, and for calling the error to her attention.
Even one or two of these actions would have had a positive impact on me. But she went further. She heard that I was an unhappy customer, took responsibility, and gave me what I wanted and was initially promised. Having someone respond and cover all these bases is so rare and unusual in today’s world. The powerful lesson is this: when a complaining customer is superbly handled, it will usually create a customer for life.
This company’s catalog arrived today, and I eagerly looked through it to see what else I could purchase. I asked myself, why was I looking to purchase something that before I would have purchased elsewhere? The reason: I was treated royally! When I can choose where to place my business, how I am treated, especially when complaining, is of paramount importance. The Royal Treatment wins over “same old blame me” any day!