Quint's Column: The best way to have your complaint heard


  • August 27, 2018
  • /   Quint Studer
  • /   quint-studer,training-development
Quint Studer
Even the best of organizations will at times have some customers who feel the service or product does not meet expectations. 
In fact, it is good to let employees know, while the goal is to have 100 percent satisfaction, there are some customers who will most likely never be satisfied. My advice is to do what you can for those unhappy customers, but do not let them take up so much time that it takes away from those customers who can be satisfied. 
At times, it is also okay to explain to a customer “this does not seem to be working” and end the relationship. We can get deeper into that at another time. There are occasions when nothing seems to be right for a customer; however, those are most likely the exception. There are usually a few things that are right in every transaction or customer relationship.  
Why does a person complain when a product or service does not meet their expectations? There are several potential reasons. It could be the business can correct the issue quickly: for example, “The steak is overcooked,” “This is not what I ordered,” etc. In such cases the company has a chance to fix the issue, which can lead to a quick increase in satisfaction. Or it could be that they are looking for some sort of financial reimbursement because a company did not fully provide what was expected. 
Solutions might range from receiving all of one’s money back, to getting some financial discount, to being given a new product. Often, the complaint is made to help the organization improve so that others will have a better experience. 
Over many years, when I’ve asked the question, “What can I do to make this right?” a common answer is, “I just don’t want this to happen to anyone else.”
For this column, I want to provide suggestions on how to get your complaint heard and acted upon. Yes, at times a person complains to vent. However, to me the goal should be to have corrective action taken. 
Here are some quick tips: 

Share what went well first. Start out by assuring the person that you understand their goal is to have satisfied customers. Then talk about what went well. Let’s say you are visiting a restaurant and are upset that the wait time was much longer than stated. Go over what went well once you were seated. You will find a much more responsive ear and a greater likelihood of action if you demonstrate that you notice what is right, not just what is wrong. 
Try to explain that you know they are interested in what did not go well and that they share your concern.
I would guess at some time in your life you have dealt with a difficult customer, coworker, boss, relative, or neighbor. Just the sight of them made you want to run and hide. It is best not to be that person. This is not to say you will not get service and get the issue fixed if you are; it is just that there are better way to get to the same conclusion. 

For example, we recently received a letter regarding the fact that there was not a changing table at the Bodacious Brew Thru. (This is a drive-thru/walk-up store with an early learning garden.) Our manager answered the letter by thanking the person and stating that it is our miss and that we will correct the issue. The person also wrote how disappointed they were in us because we speak of how important children are, yet we did not have a changing table by the early learning garden.  
A more effective approach would have been, “Thank you for taking time to create a place for children to learn and families to spend time. We also appreciate the restroom provided for people using the play area. We did notice that there was not a changing table there. Most likely you just have not gotten around to it yet. Thanks again for the garden and for understanding that a changing table would be appreciated by us users. My best.” 
The complaint was valid and listened to. However, acknowledging how hard many people work, and showing empathy and understanding would have made the situation better. The end result is the same, but the road to get there is much more enjoyable.

When things go wrong, do your best to remain calm. It is too easy to let emotions get in the way of a valid concern. If you feel you are not being listened to, ask for the name of someone else you can speak with. All too often, an employee cannot fix a problem even if they want to. You hear things like “That’s above my pay grade.” When you do go to another person, share with them that it is your understanding that you are following the right approach. 
Of course, even if you complain in the perfect way, it does not mean that your complaint will be handled to your satisfaction. You then can use the most powerful tool available to you: You no longer need to spend your dollars with this business. 

What about those services you have no choice but to use—perhaps because they may be government or the only provider of a service? Follow the tips above, and if your needs are still not met, be sure to follow the proper protocols to make sure your concerns have been documented.
We often hear about using a carrot or stick approach. My advice is always to start with the carrot when making a complaint. You are far more likely to get the results you want, and it will feel better for all concerned.

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