How to deal with dissatisfied customers: learn from Troo Health Care

I am sitting here looking at a business card that came with a delivery from Troo Health Care and the following words leap out to me as they take up most of the space on the card:

“If there is ANYTHING you are not satisfied with regarding your order please TELL US before you tell anyone else.”

That tells you all that you need to know about the new world – if you are listening:

  • Every single customer, every single interaction, matters because for the first time in history every single ordinary customer can amplify her voice through social media and impact the company either positively or negatively;
  • Customer dissatisfaction matters because it is the one thing that will drive customers to write about you on the internet and share it with just about anyone that is listening;
  • The best way to deal with dissatisfied customers is to get them to contact you so that you can turn the dissatisfaction into satisfaction before they tell everyone else – so open up the channels and invite contacts from your customers;
  • In the long run it is cheaper and safer to turn a dissatisfied customer into a satisfied customer because she is likely to share how well you treated her – especially when she was not expecting that from you;
  • The marketing being done by your customers (through social media) is now as powerful as your corporate marketing; and
  • Customer experience is the new marketing battleground.

Posted on January 17, 2011, in Case Studies, Customer Experience, Customer Service, Marketing and tagged , , , , , , . Bookmark the permalink. 2 Comments.

  1. “The best way to deal with dissatisfied customers is to get them to contact you”

    This is the point that causes most of the ‘vented dissatisfaction’ (a.k.a. ‘public rants’ or ‘social whining’). They are too often more dissatisfied after they contact the company. Which is what drives them to tell the rest of the world.

    $#!+ happens and even the best process can go wrong or an ideal product can come with a defect. When this occurs, customers do call a call centre, visit a physical outlet, or write an e-mail (or in a ‘Contact us’ form on a site). It is the handling of this inbound communication that generates the biggest dissatisfaction – for many different reasons.

    Sometimes, despite a good will of frontline personnel, it is the policies (e.g. for returns or compensations). Sometimes it is the queues and wait times, or a website that doesn’t work (or is too difficult to navigate). Or it can be the attitude and body language (believe me, that is heard/felt on the phone) of service reps. And one of numerous other annoyances. The forums are full of anecdotes where all of these go wrong – but just one is enough to spoil the party :(

    When a company has gone past these stages and has allowed noise from dissatisfied customers to propagate in the social space, any measures they can take amount to ‘damage limitation’ not too different from the eponymous PR practice.

    A customer-centric business doesn’t do ‘damage limitation’ but strives to eliminate root causes. Then there will be no damage to limit.

    Like

  2. Hello Vladimir
    I thank you for popping in and sharing your wisdom with us. Once again you make an excellent point.

    Just today I met with a Customer Experience Director at a major company who was considering making the customer services number much more prominent and my point of view was in line with yours:

    Only when you are making a good impression on your existing (unsolicited contacts) should you consider soliciting/encouraging more customers to make contact with customer services.”

    I would go further and say that most front line person especially those in contact centres do want to do a good job. They are prevented from doing so for a number of reasons including company policies, broken operational process, shoddy products and in the contact centre the efficiency mindset that presses the agents to focus on AHT (average handling time) rather than FCR (first call resolution) or customer satisifaction: how content the customer is with both the outcome (of the contact) and the way she was made to feel (the soft side of the interaction).

    Hope you are keeping well, old friend!

    Like

Follow

Get every new post delivered to your Inbox.

Join 4,326 other followers

%d bloggers like this: