subject: How to Grow Your Business With Great Reviews From Unhappy Customers - Angry Man/Raving Fan (4/8) [print this page] How to Grow Your Business With Great Reviews From Unhappy Customers - Angry Man/Raving Fan (4/8)
Previously, I've talked about how to determine the level of service your business really offers, which may not be what you think it is. So how can you turn a service gaff into service delight? Read on for one example of how to turn the angry man into a raving fan.
An Example of the Service Standard
I recently stopped in at a local McDonald's for an Egg McMuffin and a cup of coffee. When my turn came, I ordered from the breakfast menu display behind the counter. The employee at the register said, "Just a minute," turned around and cranked the display over to the lunch menu, and turning back said, "Breakfast service is no longer available."
Boy, did that customer service experience race my motor! I stepped aside and quietly asked the employee to tell the manager I needed to speak with him.
When the (nervous) manager appeared, I politely and professionally described my experience. The result: a profuse apology, two Egg McMuffins (I had only ordered one), and a cup of coffee all at no charge. I protested that I was perfectly willing to pay for my meal; I just wanted to get what I had ordered. However, the manager insisted that the meal was on the house and later stopped by two more times to offer apologies as I sat in the booth with my meal.
What do you think my reaction was? How many people do you think I'll tell about my experience?
Dealing with Dissatisfied Customers
What happened was an effective way to address the concerns of dissatisfied customers, rather than just ignoring them and hoping they'll go away. A dissatisfied customer can potentially be turned into a raving fan and one of your greatest assets. In fact, it's even possible to get a positive testimonial from a patron whose problem was addressed promptly to their satisfaction. How powerful do you think a testimonial like, "I brought my problem to their attention and they immediately made it right" would be in your marketing efforts?
There is customer satisfaction research that indicates a typical dissatisfied customer will tell eight to ten people about their problem. One in five will tell twenty people. If you can get their problem out in the open, at least you can have an opportunity to correct it for them and nip this negative word of mouth in the bud.
Perhaps seven out of ten complaining customers will do business with you again if you eventually resolve the complaint in their favor. And, if you resolve it on the spot, 95% would probably come back.
So, if you or your employees and staff members are not customer-focused, and able to deal with people effectively, especially in their time of need, you should immediately begin to take whatever steps are necessary to make measurable improvements in this area.
On the other hand, if you are good at dealing with others and making them feel wanted, needed, and cared about, then you have a distinct advantage over other business owners in your market.
The Bottom Line
You can turn the angry man into a raving fan by proactively dealing with the problem, rather than ignoring it, paying the negative PR penalty, and bearing the high cost of constantly recruiting one time customers. The McDonald's manager correctly used the best techniques to recover from the employee's goof by offering an immediate sincere apology, fixing the mistake quickly, doing a little extra to make amends, and following up to ensure I was satisfied.
But, where should you begin if you want to learn this effective technique? Find out in part 5 when I share exactly where to start in making these improvements.
Dan Elder is an experienced business coach and management consultant with Business Growth Accelerators, specializing in growing professional practices and retail and service industry businesses. He offers a free initial phone consultation to those interested in significantly improving their business situation. Learn more about how he can help you at bgaccelerators.com/services-business-coaching.html.
Dan is also a regular columnist for Business in Savannah (The Savann
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