When a customer is concerned, upset or angry about the service or products your organisation has delivered it is important to deal with the difficult customer situation effectively. Customers who are satisfied with a customer service experience can increase customer loyalty whilst dissatisfied customers can be lost. The outcome will directly affect both the reputation and the profitability of your organisation.

If you deal directly with the customer or are running a team who deal with the issue or complaint here are six useful guidelines to carrying out difficult conversations with customers.

When a customer is concerned, upset or angry about the service or products your organisation has delivered it is important to deal with the situation effectively. Customers who are satisfied with a customer service experience can increase customer loyalty whilst dissatisfied customers can be lost. The outcome will directly affect both the reputation and the profitability of your organisation.

If you deal directly with the customer or are running a team who deal with the issue or complaint here are six useful guidelines to carrying out difficult conversations with customers.

1. LISTEN WITH CARE

Whether face to face, on the phone or through written messages it is important to listen with care to what customers are telling us. Issues generally arise from a perceived difference from what customers were expecting and what they have received. Listen (or read) to find out exactly what the issue is.

Even if we disagree with what they are saying we still have to recognise that this is their viewpoint. We must first listen carefully to what they are saying. Don’t interrupt when they are talking.

If the customer is upset then having someone listen to them will let them emote. If they are upset they may emote feelings. Don’t take this personally. Acknowledge what they say and let them finish.

2. CLARIFY THE SITUATION

Ask questions to clarify the situation.  Make a record of what they say so you or others can refer back to this in future. Explore exactly what has happened.

3. DEMONSTRATE EMPATHY

Demonstrate empathy with their feelings. Phrases like “I understand” and “I can see that would be upsetting” let the person hear that you are empathetic. Tone of voice is important. Speak quietly and slowly. If they are upset they may get loud and talk rapidly – don’t respond in kind or you will escalate the situation.

4. APOLOGISE PERSONALLY

Without admitting liability apologise personally for the upset they have been caused. Phrases like “I am so sorry you have been upset” and “We are sorry you are not happy with the service/product” show you are concerned and care.  Sometimes we are reluctant to apologise because it’s “not our fault”. This is an understandable reaction but it doesn’t cost anything to apologise for the upset the customer has experienced and this may help defuse a situation and maintain customer loyalty.

5. IDENTIFY THE BEST SOLUTION

Having clarified the situation and hopefully having calmed them down you have to move into action. You need to decide what action should be taken and discuss this with them. There may be several options and you need to discuss the options with them.

Once again record at the time what the agreed action is. Specify will be done, when and by whom. If you need to refer this to someone else as it’s beyond your authority or area of expertise then explain that you are referring them and why.

6. TAKE IMMEDIATE ACTION TO INITIATE THE SOLUTION

Once you have an agreed solution initiate the action straight away. Keep the person informed of progress. After the action has been taken inform the person what has happened and check they are satisfied. Some organisations have a policy of follow up after complaints to get feedback on how it was handled.

If you are referring to someone else be sure to provide a written account of the issue and what has been said and agreed.

In summary it is important to listen, clarify, empathise and apologise. Then identify and discuss the solution and take immediate action to initiate the solution. Finally follow up to check satisfaction.

Using a structured approach to dealing with difficult conversations with customers will help. Identifying guidelines in advance will make the task easier. Of course we can’t always satisfy everyone but most people will be pleased if they see that we are listening and trying to help them. A customer who is pleased by the outcome of a difficult conversation is more likely to give us future business.