Cofounder and CEO of PissedConsumer, a review platform that helps consumers be heard and brands improve their customer service processes.
Over the course of years, I’ve learned that navigating the turbulent waters of customer dissatisfaction can be challenging, yet it bears the potential for your brand’s reputation. A disgruntled customer can become a vocal advocate for your brand if you handle things right. That’s why I encourage companies to always respond to negative feedback, provide good customer service, and thus, build communication bridges with consumers. These bridges represent a step towards resolving complaints and transforming dissatisfied customers into fervent advocates, ultimately shaping the future of customer-business relationships.
To help other business owners, I asked 17 members of the Customer Service and Satisfaction Group of Forbes Business Council, a community I lead, to share their top tips for fostering genuine relationships with their consumers and turning any negative experience of theirs into a positive one.
1. Implement the H.E.A.R.D. technique.
The H.E.A.R.D. technique is: Hear the customer’s issue without interruption, Empathize with their situation, Apologize genuinely, Resolve the problem promptly, and finally, Deliver on your promise. This approach addresses the complaint, acknowledges the customer’s feelings and demonstrates the company’s commitment to satisfaction. Ultimately, it turns a negative situation into a positive one. – Dario Markovic, Eric Javits
2. Foster a ‘stakeholder mindset’ for your team.
One of the winning strategies that will help build customer loyalty after a complaint is having a deep-seated team culture, where all employees see themselves as bonafide stakeholders in the business. When a customer flags an issue, they become observant by reflex. They notice the attitude and internal process they are put through, to get the solutions they seek. Loyalty is almost natural if everyone works to solve the problem the way the real business owner would. – Lola Olukuewu, High IQ Designs
3. Tailor solutions to the customer.
Tailor solutions to meet individual customer needs whenever possible. This demonstrates that you value their specific situation and are willing to go the extra mile to address their concerns. After a complaint has been resolved, conduct post-resolution surveys to assess the customer’s satisfaction with the resolution process. Adopt this to improve your complaint-handling process and foster loyalty. – Samhitha Kumbhajadala, ProSquad Consulting
4. Make sure you’ve correctly identified the problem.
I would offer that the first thing to get right is to make sure you completely and correctly identify the problem. I strive to have the team empowered to solve it so there are fewer delays and handoffs, which is never a good thing when the client is already in a negative, emotional state. Have management follow up and have the mindset to treat it as an opportunity for the company to redeem themselves. – Mark Costanza, MobileSmith Health, Inc.
5. Create a ‘wow’ experience.
Sometimes a fair and reasonable customer has an experience below expectations. When this occurs, we have an opportunity to make it right. In this delicate moment, a smart business owner will tip the scales in favor of the customer. When we do, we create a wow experience and increase brand loyalty by exceeding expectations. This could mean a discount, a bonus or a follow-up product or service. – Kary Oberbrunner, Igniting Souls
6. Equip your team with the right training.
Provide training and the necessary tools to your team members. These need to include an outline for questions, not a script that digs deeper into the issue at hand. This way, your team members can address and solve the complaint correctly. This will make the customer feel valued and heard. You need to keep reminding your team members about your brand promise. – Francisco Ramirez, The ACE Group (TAG)
7. Have the right resources to address all scenarios.
One strategy is to proactively listen to customers’ complaints and provide personalized solutions. For example, if a customer who is using one of our apps faces difficulties accessing certain exercises, the support team listens, apologizes and investigates the problem. They offer step-by-step instructions, personalized video tutorials and a complimentary session with an expert. – Mykola Tymkiv, Gismart
8. Offer something extra.
While there’s a wide variety of scenarios and corresponding solutions, the primary strategy isn’t just about addressing the customer’s concern, but also offering something extra. This creates a sense of benefit, rather than just a rectification of the issue. That approach invariably reinforces loyalty, as the customer feels they’ve received more than they initially expected. – Vladislav Kraynov, MSOFT
9. Use the L.E.A.R.N. framework.
One strategy I recommend to address customer complaints in a manner that resolves the issue and leaves the customer feeling valued and satisfied is the L.E.A.R.N. framework. This framework focuses on actively listening to the customer, empathizing with their concerns, taking appropriate action, and following up to ensure customer satisfaction. – Patrick Mensah, WallStreet Investment
10. Use the complaint as an opportunity to improve.
The complaint should be viewed as a means of identifying potential areas for improvement and establishing areas for further learning and development. Not only is it the means to gather valuable customer insight, but it also helps the organization progress to improvements that lead to reduced costs. – Manas Agrawal, Affine
11. Take ownership.
The most successful strategy is to listen and take ownership of the issue. Then, offer a prompt and practical solution or resolution, communicate effectively throughout the process, and follow up to ensure satisfaction. Offering a small token of goodwill, such as a discount, free upgrade or a personalized gesture can help turn the negative experience into a positive one. – Meeri Savolainen, INZMO GmbH
12. Always follow up.
One strategy is to proactively follow up with customers after resolving their complaints. This demonstrates your commitment to their satisfaction and reinforces their value. Going the extra mile to check in and address any remaining concerns fosters a positive impression, deepens loyalty and strengthens the overall customer experience. – Trey Ferro, Spot Pet Insurance
13. Assure the customer that the issue won’t happen again.
In my experience, by taking ownership of the issue, the customers feel valued, and this is the first step to disarm the customer. Taking ownership includes timely resolution of issues and giving assurance as best as possible not to allow such issues to reoccur. This helps in retaining the customer and, in addition, makes a brand ambassador out of the customer. – Oluyemi Obadare, Certification Partner Global, West Africa
14. Use the E.A.R. method.
For me, listening using E.A.R. is the key: Empathize, acknowledge and resolve. Understanding the customer’s perspective and then explaining what you can—or can’t do—results in a meeting of the minds. It is not always that somebody wants a positive outcome, what most people want is to understand what is happening. A clear set of expectations would help at the end part of the discussion. – Jeroen Bolluijt, Radical Collaboration Institute
15. Keep customers updated on the progress.
Prioritize personalized communication. Respond promptly to customer complaints with a personalized message, addressing their specific concerns. Show empathy and understanding, and offer a solution tailored to their situation. And, importantly, make sure to regularly update them on the progress. By treating each customer as an individual, you can resolve their issues and leave them feeling valued and satisfied. – Beth Worthy, GMR Transcription Services, Inc
16. Have a manager or supervisor personally reach out.
I always have a supervisor reach out right away to handle complaints. I believe this makes the client feel that their issue is important to us. – Charlie Tuzzi, Cameo by Copeland Cleaners & Winzer Cleaners
17. Get ahead by offering existing clients new opportunities.
In my experience, I find offering a reason to come back and create new opportunities for existing clients crucial. This allows a firm the golden chance to prove themselves and show they truly care when things don’t go to plan. This can be as simple as ensuring you get back to a client with a resolution in the timescale you have provided and offering some reason to re-use your services to reinforce a positive experience. – Jason Ratcliffe, Steren Surveyors UK Limited
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