Complaints: Handle Them With Class



Q. I’m an engineer, but now my job includes handling field complaints from customers. The problems can be quite technical, and I’ve never done this before. My boss says it’s an important step for me on the way up. How do I handle these complaints? — Margaret W.


A. Handling complaints well—whether they’re technical or not—is a key skill for managers at any level. I’ll leave the technical component to you, and simply suggest some customer service techniques you can use to handle business or even personal complaints.


Let’s start with some general guidelines for guiding any successful interpersonal interaction. They were developed by a respected training firm, Development Dimension International, Inc.:


• Maintain or enhance self-esteem.

• Listen and respond with empathy.

• Ask for help you and encourage involvement.

• Share your thoughts and feelings about the situation

• Provide support without removing any responsibility


Now, some specifics:


Make a Friend.

Use each complaint as an opportunity to correct a problem, improve a system, and make a friend for your company – and yourself. Do that by building or enhancing the complainer’s self-esteem. Experience shows that disgruntled customers who complain and get satisfaction are 10% more likely to buy again from the company. (Dissatisfied customers spread the word four times more than satisfied customers will, and they’ll tell at least 11 other people about their bad experience.) And consider this: If only five people become dissatisfied with your company each month, and each one tells five other people, more than 600 people every year will hear something bad about your organization. Worse: You can multiply each complaint by five, because that’s how many people feel the same way, but won’t complain.


Talk to the Right Person.

Make sure you are talking to the person who has first-hand knowledge of the problem. Dealing with second- or third-hand information is a frustrating waste of time, and usually can’t solve the problem.



Don’t Be Intimidated.

Don’t let the complainer’s high position or level of authority rattle you. Sometimes people throw their weight around deliberately to get what they want, but it usually winds up a win/lose for both parties. If you’re intimidated, you probably won’t see the problem clearly enough to work on it the best way possible. This is where you can provide support without removing the responsibility.


Forget Placing the Blame.

Figuring out where to point a finger isn’t as important as solving the problem. Focus on the facts: who, what, when, where, why, how. Keep asking questions until you have a clear picture of what the problem is. Here’s where you ask for help and encourage involvement.



Don’t panic.

Even though you may have a crisis on your hands, it’s important to show the other person that you’re in control. That will build their confidence in you and make them less defensive.



Don’t assume that the information is correct

or that the problem is accurately defined. Check it out with a clarifying statement: “Let’s see if I have this right: the problem started when you found…”

Just Six Steps

These six steps will help you handle any complaint well:


  1. LISTEN carefully to the complaint, and respond with empathy. Calm the customer with questions. That shows you're trying to solve the problem; that you're getting/providing important information; that you that you want to work with—not against—the customer.


2. REPEAT the complaint back and confirm that you heard it correctly. “When you

insert the 4” rod into the base plate, it fits too loosely, and falls out. Is that the

problem?”



  1. APOLOGIZE for the situation--if appropriate—or at least say you understand

how difficult the situation is. To minimize the problem that someone feels deeply about will make them defensive and resentful. Remember—it is a problem for them, and they want it fixed. ACKNOWLEDGE the person's feelings (anger, frustration, disappointment, etc.).

• "I understand how you feel."

• “I can see why you’re frustrated. I don’t blame you.”

• "I can see that's a problem."



4. EXPLAIN what you’ll do to correct the problem.



  1. THANK the person for letting you know about the problem.

Always end with something like, “Is there anything else I can do?” or

“Are you comfortable with what we’ve worked out?”


Finally, maintain a friendly and professional attitude. That’s what makes the difference between someone who’s helpful and in control and someone who actually makes the problem worse. Don't take their anger personally. They’re not mad at you, unless you treat them badly. They’re frustrated with a problem they can’t solve. And don’t argue. Instead, clarify and summarize the issues. Try these techniques with your next customer. You’ll be amazed at the positive results.