Customers can be really difficult sometimes. Sure, it would be great if we could just make those customers just disappear...but that’s just unrealistic. Unsatisfied customers are extremely likely to spread their frustrations faster than you could ever hope to keep them quiet especially in this age of easy web access. Instead of treating these difficult customers as a burden, try seeing it as a business opportunity for change. Negative customer feedback should always be taken as areas of growth. In a 1to1media article, it is pointed out that some companies actually “seek to understand what issues consumers keep encountering so they can adjust their approach and improve the customer experience for all.” Imagine that! Companies that are actually interested in what you the customer, is frustrated with!
Ok so how should you deal with “difficult” customers?
- Address their concerns: First and foremost, when customers are facing difficulties with your company, they want to feel acknowledged. Customers want to know that they are important and that their concerns will be addressed. By addressing customer concerns, you show that you are taking responsibility for it. Rather than patching up a common issue, “brands must look to the primary causes if they hope to rectify the situation.”
- Always put the customer first: This might be a difficult one for some because this means that no matter what cost and no matter what choice the customer may make in the end, their interests come first. There will be times when a customer will choose your competitor over you. Instead of leaving them with a bad taste in their mouth, make the customer’s experience with you a positive one, until the very end. Being extremely honest with your customers about where they can find better priced or better suiting plans/products will result in raving fans who will tell your story for years even though they aren’t exactly “with” you. That is far more valuable than an unhappy customer kept with a dishonest company that cannot provide what they desire.
- Don’t forget your internal customers: By internal customers, we mean your employees. Your employees are just as valuable as your external (end) customers for they are what makes your company work. They are the frontline staff and the “face” of the company. The morale of these internal customers are especially important since they communicate this throughout the organisation through their work. Therefore, support your staff while they deal with difficult customers especially when they are confronted with abusive behaviour. This will encourage “them to advocate for the brand and offer superior customer service, as they can rest assured that the company at hand is certainly one for which they want to work.”