Complaints: L.E.A.R.N from Every Experience
By Terence Lee

Every organization wishes to excel in customer service. Such intention is either proudly stated in the organization’s Vision and Mission, or as an organizational motto that is boldly expressed through advertisements and promotions. In the midst of satisfying our customers’ needs, there are those amongst us who may overlook preparing for the unexpected (or shall we say, unwanted) – Complaints! It is definitely not a favorite ‘C’ word among Customer Service Representatives (CSRs). However, many CSRs and even organizations do not recognize the importance of complaints, not to mention the benefits of effective complaint management. There may not be an immediate solution to every complaint received, but simply standing behind such propositions will definitely not create value out of every complaint. Instead, we should L.E.A.R.N from such experiences.

L: Listen
The general assumption that complaints represent themselves only via irate or angry (not to mention, shouting) customers will eventually turn out to be a costly lesson. We have to realize that complaints are often disguised in other tones such as “Suggestions”. After all, a comment passed about how your organization may have served the customer better is a polite hint that expectations and needs have not been met. The ability to catch and translate such information or ‘hints’ in our daily interactions will bring us closer to delighting our customers.

E: Empathize
The famous saying goes, “Putting yourself in your customer’s shoes”. Although it is helpful to realign our perspective to that of our customers when receiving a complaint, complementing such intention with sincerity will definitely go a long way. Putting action with a touch of emotion can do wonders.

A: Apologize
“Sorry” has been regarded as the ‘magic pill’ in customer complaint management, especially true to organizations with an instant remedy in mind. Like any medicine, over-dose may not achieve the desired effect or to a certain degree be fatal. Be sure to evaluate (diagnose) every situation before applying (prescribing). Ultimately, customers not only want their ‘headache’ cured, they will truly appreciate information on how to avoid having a ‘headache’.

R: Respond positively
Miracles come when you least expect. Unfortunately, so do most complaints. CSRs and organizations alike have to anticipate any possible conflicts that may arise, and the best manner in which complaints can be responded to in the shortest time possible. This will require continuous anticipation. In other words, be prepared. Proper preparation can avoid mistakes from evolving into a crisis. The last thing any organization wishes to do is to make an advocating customer into a prosecuting one.

N: Note & Improve
In many circumstances, we may not have the ultimate solution for our customers immediately. An alternative should be presented and the commitment to act upon the complaint should be affirmative. Organizations have to acknowledge that such actions are merely to obtain the agreement from the customer in a bargain for time. Organization should utilize the time awarded to improve on the shortcomings currently experienced by their customers.

Last updated - 31 August 2004