Truck Parts and Service | Heavy Duty Trucking, Aftermarket, Service Info
Issue link: http://read.dmtmag.com/i/376303
2 N o one likes being yelled at. Sure, some people handle it better than others, but no one enjoys it. It's embarrassing, demeaning and uncomfortable. It's also all too common during a confl ict with customers. This month's issue focuses heavily on the ways customer confl icts arise, and best practices for resolving them. It also focuses on the importance of docu- mentation during a customer confl ict and the value of recording employee performance and customer interactions as a way to learn from and avoid future confl icts. And in this space, I'd like to personally warn you against losing your temper. There's no worse response to a customer complaint than anger and hostility. Just think about the situation. A cus- tomer who comes back to your location to complain has been inconvenienced. They needed something from you and didn't get it, or weren't properly billed for what they did receive. They're frustrated, and need help. But most importantly, in spite of your mis- takes, they've still come back to you. A customer who returns to your business with a complaint is giving your business the benefi t of the doubt. They are giving you a second chance. If you get mad at them for com- ing back — for having the audacity to complain — you'll lose them. Possibly forever. You must remain calm. A complaint provides an opportunity to redeem yourself, says Kenneth Calhoun, vice president of customer relations at Truck Centers of Arkansas "Anytime a complaint is escalated to me I always tell the customer 'Thank you. Thank you for voicing your con- cern, and letting us know where we can improve.'" But being gracious and cordial when a customer is listing your failures is easier said than done. It is human nature to defend yourself from scorn, and it's not uncommon for that defense to come off as hostile. That's a habit you have to break. You have to stand there and take it. Hostility toward a customer you've already bothered may cause you to lose them forever — and won't get either side any closer to fi xing the problem. You have to keep your composure. Listen to the customer's concerns and fi nd the root of their problem. Keep your emotions inside. That customer has come back to you; they've given you a chance to make amends. Don't forget that. And for the record, I realize some customer complaints are bupkis. Sometimes a customer misreads an invoice and thinks they have a valid complaint when in fact they don't, or thinks they were overcharged because they simply forgot about an additional expense. Some customers even make baseless complaints because they think if they yell loud enough, you'll give them a discount. The latter is far more egregious than the former, but in either case, a cus- tomer's mistake does not justify an angry response. If a customer misread an invoice, slowly take them through it and point out how it was formed. Show them why it says what it says, and how each line item impacts their order or repair. Strive to educate; not punish. "It takes a lot of patience," says James Williams, senior director of vendor rela- tions at FleetNet America, "but you can't let your emotions get the best of you. "I already try to put myself on the other side of the desk. How would I feel if I [had a complaint] and someone yelled at me?" Keep that in mind next time a cus- tomer comes in fuming. It might just make all the difference. T R U C K P A R T S & S E R V I C E | S e p t e m b e r 2 0 1 4 Keep your composure By Lucas Deal, Editor lucasdeal@randallreilly.com Editorial | Lucas Deal A customer who returns to your business with a complaint is giving you a second chance.