From Complaints to Customer Loyalty — How You Can Turn Angry Customers into Loyal Regular Customers
Only if you don't do anything, you're not doing anything wrong. Despite all quality management measures, there will also be situations in your company in which employees make mistakes. When a customer complains, it is certainly an obvious reflex to trivialize the mistake. But that would only add a bigger mistake to the first mistake: Anyone who stands by their weaknesses and works transparently to correct them shows that they take their customers seriously — and can still convince them of themselves. We'll show you how it works.
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Complaints are first and foremost an opportunity for you and your company to become even better. Accordingly, you should not wait until customers vent their long-accumulated frustration on your employees, but actively solicit customer feedback and create complaints options that are as barrier-free and easy-to-use as possible. If an angry customer actually gets back to you, you should thank them for their criticism — only after you have apologized, of course.
Accept complaints
Basically, the customer is right. That doesn't mean you have to be submissive — the customer will only respect you if you treat them as equals. On the other hand, you should not seek any excuses in the event of complaints or even want to shift the blame onto colleagues or the customer yourself. Give the customer the opportunity to vent their anger, express understanding and, above all, listen to them carefully. Let him finish talking and stay friendly, even though he might get a bit louder. The Calmer You Stay, the More Competent You Appear Form factual solutions. And if you want to positively surprise your customer, ask them how they imagine a solution themselves. By responding to individual needs, you can absorb his anger and perhaps even turn it into goodwill.
Show goodwill
When it comes to complaint management, it pays off to be generous within reasonable limits. So instead of simply refunding a purchase price, you should offer the angry customer suitable additional services; free of charge, of course. In this way, you may be able to prevent him from disappearing for good — and with a bit of luck, he will even recommend you after such a successful complaint.
Conclusion
Anyone who takes complaints seriously can turn customers into regular customers. To do this, you should transparently correctly identified errors and avoid them in the future. Only when complaint management and error culture form a single unit can your company be sustainably successful.
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