Brilliant Customer Service - How to Impress your Customers! - Chapter 4

Summary

In this chapter of the customer service program, Tony Hunt emphasizes the importance of handling difficult or angry customers effectively. He points out that only a small percentage of dissatisfied customers actually complain, and those who don't may still spread negative word-of-mouth. The chapter introduces a six-step strategy for addressing complaints, which includes apologizing, fixing the issue, adding a token gesture, confirming satisfaction, and begging for repeat business. The discussion also covers the significance of body language and tone of voice, and provides guidance on dealing with different types of customer behaviors, from emotional outbursts to quiet assassins. The key takeaway is to treat complaints as opportunities for improvement and to turn dissatisfied customers into ambassadors.

Takeaways

• 😀 Customer service professionals should relish dealing with difficult or angry customers as it's a great skill to have.
• 🔍 Only about 4% of dissatisfied customers actually complain; many others will not return but may spread negative word-of-mouth.
• 📈 Complaints are valuable feedback that can help improve customer service quality and reduce the need for future complaints.
• 📊 70% of customers leave due to feeling they have been badly treated, highlighting the importance of excellent customer service.
• 🤝 A six-step customer complaint strategy is suggested: apologize, offer to fix the problem, take responsibility, add something for inconvenience, confirm satisfaction, and beg for repeat business.
• 🗣️ Active listening and empathy are crucial in understanding and resolving customer dissatisfaction.
• 👀 Body language and tone of voice are key in communicating understanding and empathy to the customer.
• 🚫 Avoid phrases that can annoy customers, such as citing company policy as an excuse for inaction.
• 🤝 Use phrases that show understanding and a commitment to resolving the issue to build trust with the customer.
• 🧠 Different types of customer behavior require different approaches: deal with emotions first for emotionally driven customers, and focus on the issue for task-driven customers.

Q & A

What is the main focus of chapter four of the customer service program?

The main focus is on how to deal with difficult or angry customers, emphasizing the importance of this skill for customer service professionals.

Why is it crucial to address customer complaints?

Customer complaints are crucial to address because only a small percentage of dissatisfied customers actually complain, and those who don't may simply leave and spread negative word-of-mouth, potentially damaging the business without the company's knowledge.

What percentage of customers leave due to perceiving rude or unhelpful service?

50% of customers leave due to perceiving rude or unhelpful service.

What is the significance of treating a complaint as a professional opportunity?

Treating a complaint as a professional opportunity is significant because it allows for improving service quality by addressing the issue and potentially turning a dissatisfied customer into an ambassador for the company.

What is the six-step customer complaint strategy mentioned in the script?

The six-step strategy includes: 1) Apologize without admitting liability, 2) Offer to fix the problem, 3) Fix it or take responsibility for ensuring it is fixed, 4) Add something as a token for the inconvenience, 5) Confirm complete satisfaction after fixing the problem, and 6) Beg for repeat business.

Why is it important to collect information when fixing complaints?

Collecting information when fixing complaints helps in understanding the root cause of dissatisfaction, which can then be used to improve the quality of customer service and reduce the need for future complaints.

What role do body language and tone of voice play in customer service interactions?

Body language and tone of voice play a significant role as they convey 55% and 38% of the message respectively. They are crucial in reading emotional responses and in showing empathy and understanding to the customer.

How should customer service professionals respond to emotionally driven behavior in complaints?

They should first address the customer's feelings with empathy, make them feel comfortable, and then move on to resolving the issue at hand.

What is the approach to handling task-driven behavior in customer complaints?

For task-driven behavior, the focus should be on resolving the issue first, not the feelings. It involves assertiveness, dealing with the problem directly, and involving the customer in the decision-making process for the solution.

What is the 'Etch A Sketch' approach and when should it be used?

The 'Etch A Sketch' approach is a mental technique used to let go of difficult customer interactions by metaphorically 'shaking off' the negativity and moving on. It should be used when complaints become overwhelming to maintain a positive and professional attitude.

How can customer service professionals use feedback from complaints to improve?

Feedback from complaints can be seen as 'The Breakfast of Champions,' a positive opportunity to practice and improve soft skills, empathize with customers, and enhance the overall customer service experience.

Outlines

00:00

😀 Handling Complaints in Customer Service

This paragraph introduces the topic of dealing with difficult or angry customers in a customer service setting. It emphasizes the importance of addressing complaints as a professional opportunity and highlights that only a small percentage of dissatisfied customers actually complain, with many choosing not to return instead. The speaker, Tony Hunt, presents a diagram illustrating various reasons customers leave, with a significant portion attributing their departure to perceived poor service. The paragraph concludes with a six-step strategy for handling customer complaints, focusing on apology, fixing the issue, and adding a token of appreciation for the feedback received.

05:02

😌 The Art of Active Listening and Empathy

Paragraph 2 delves into the nuances of handling customer dissatisfaction by employing active listening and empathy. It discusses the significance of body language and tone of voice in communication, which together account for the majority of the message conveyed. The speaker advises on reading emotional responses and differentiating between emotionally driven and task-driven behaviors. The paragraph provides guidance on how to respond to various types of customer complaints, from emotional outbursts to passive-aggressive behaviors, and stresses the importance of using empathetic language and personal assurance to resolve issues effectively.

10:02

😡 Managing Different Types of Customer Behaviors

In this paragraph, the focus is on managing different types of customer behaviors, particularly those that are emotionally driven. It outlines strategies for dealing with customers who exhibit extreme emotions, such as anger or sadness, and suggests offering comfort and empathy before seeking a solution. The speaker also addresses task-oriented behaviors, including bullying and know-it-all attitudes, and provides advice on how to assertively handle these situations. The paragraph emphasizes involving the customer in finding a solution and ensuring they feel heard and valued throughout the process.

15:04

🤔 Dealing with the 'Quiet Assassin' and Maintaining Perspective

The final paragraph discusses the 'quiet assassin,' a customer who appears pleasant but harbors strong negative feelings. It warns of the potential danger this type of customer poses if not handled carefully, suggesting overcompensation and attentiveness as strategies. The speaker also encourages the use of the 'Etch A Sketch' approach to let go of difficult experiences and maintain a positive attitude towards feedback. The paragraph concludes with advice on maintaining perspective on complaints over time and using them as opportunities to practice and improve soft skills.

Keywords

💡Customer Service

Customer service refers to the interactions between a company and its customers, aiming to assist and provide information to customers, resolve their issues, and ensure their satisfaction. In the video, it is emphasized as a critical skill for professionals, especially when dealing with difficult or angry customers. The video suggests that effective customer service can turn a complaint into an opportunity to impress and retain customers.

💡Complaints

A complaint is an expression of dissatisfaction or discontent with a product or service. The script points out that only a small percentage of dissatisfied customers actually complain, while others may choose not to but can still negatively impact a business through word-of-mouth. Handling complaints effectively is crucial as it can prevent loss of customers and reputation.

💡Customer Retention

Customer retention is the ability of a company to keep its customers over time. The video discusses that by addressing complaints effectively, businesses can retain customers who might otherwise leave due to dissatisfaction. It's highlighted that 70% of customers leave due to feeling poorly treated, making excellent customer service essential for retention.

💡Empathy

Empathy is the ability to understand and share the feelings of another. In the context of the video, empathy is a key tool for customer service professionals when dealing with complaints. By showing empathy, service providers can connect with customers on a personal level, making them feel heard and understood, which is vital for resolving issues and maintaining relationships.

💡Feedback

Feedback is the response or reaction to a particular activity or piece of work. The video script refers to feedback as 'the Breakfast of Champions,' suggesting that it is an essential part of growth and improvement. Complaints, as a form of feedback, should be valued and used to enhance the quality of customer service and overall business practices.

💡Apologize

To apologize is to express regret or remorse for a mistake or wrongdoing. The script emphasizes the importance of apologizing when a customer complains, not necessarily admitting liability but acknowledging the inconvenience caused. This gesture is part of the initial steps in the six-step customer complaint strategy outlined in the video.

💡Personal Attention

Personal attention refers to the individualized care and focus given to a customer. The video mentions that 20% of customers leave due to a perceived lack of personal attention. This highlights the need for customer service professionals to provide attentive and personalized service to enhance customer satisfaction and loyalty.

💡Rude or Unhelpful Service

Rude or unhelpful service is when a customer experiences impolite or unassisting behavior from a service provider. The video points out that 50% of customers leave due to such service, underscoring the importance of maintaining a polite and helpful demeanor in all customer interactions.

💡Active Listening

Active listening is the process of fully concentrating, understanding, responding, and then remembering what is being said. The video script suggests using active listening to assess emotional signals and gather information when resolving customer complaints. This approach helps in crafting effective strategies to address customer dissatisfaction.

💡Body Language

Body language consists of gestures, postures, and movements that communicate nonverbally. The video script indicates that 55% of the message is conveyed through body language, emphasizing its importance in understanding a customer's emotional state and responding appropriately during a complaint situation.

💡Issue Resolution

Issue resolution is the process of identifying and addressing the root cause of a problem. In the video, it is part of a six-step strategy for handling customer complaints. The focus is on fixing the problem and ensuring customer satisfaction, which is crucial for maintaining trust and building long-term relationships with customers.

Highlights

Dealing with difficult or angry customers is a crucial skill for customer service professionals.

Only a small percentage of dissatisfied customers actually complain; understanding this can help improve service quality.

Customer complaints are valuable feedback that can help businesses improve and retain customers.

Customers leave for various reasons, including better products, cheaper options, lack of personal attention, and perceived rude service.

A significant majority of customers leave due to feeling badly treated, emphasizing the importance of excellent customer service.

A six-step customer complaint strategy is introduced to effectively handle and resolve customer issues.

Apologizing for inconvenience and offering immediate solutions are key initial steps in complaint handling.

Taking responsibility and ensuring the problem is fixed is crucial, even if it requires escalation.

Adding a token of appreciation for the customer's complaint can show empathy and a commitment to improvement.

Confirming complete satisfaction after resolving the issue is essential to ensure the customer's needs are met.

Begging for repeat business is a critical step in turning a dissatisfied customer into an ambassador for your brand.

Active listening and empathy are key to understanding and resolving customer dissatisfaction.

Body language and tone of voice are significant in communicating understanding and intent to resolve issues.

Avoiding phrases that can annoy customers, such as referencing company policy as an excuse, is important.

Using empathetic language and personal assurance can help in resolving customer complaints.

Understanding the difference between emotionally driven and task-driven behavior is crucial for effective complaint resolution.

Dealing with emotionally driven behavior requires addressing feelings before seeking a solution.

Task-focused behavior may require a more assertive approach to control the situation and resolve the issue.

Involving the customer in the solution process can lead to higher satisfaction and a sense of ownership over the resolution.

The 'Etch A Sketch' approach can be used to mentally reset and move on from difficult customer interactions.

Sharing war stories and seeking mutual support among colleagues can help in handling challenging customer situations.

Transcripts

hello and welcome to chapter four of our

brilliant customer service program I'm

Tony hunt and in this

chapter I'm going to be focusing on how

you deal with difficult or angry

customers because it is a great skill

and it is something that you should

relish as a customer service

professional when somebody is

dissatisfied we all need to know that

only about four out of every 100 people

complain this means that every time you

actually receive a complaint it is

possible that many other people have

been dissatisfied but have chosen not to

complain most of these people who do not

complain will simply not

return but they will tell everyone who

cares to listen about their

dissatisfaction with you and they can

destroy your business and you do not

know about it we need to know people who

are complaining and we need to know how

to handle such complaints and learn from

those complaints so that we can invest

time and energy in reducing the need for

complaint by increasing the quality of

our customer

service if you look at this diagram you

will see

that customers leave for a variety of

reasons 15% of them will choose to go

because they found a better product

elsewhere 15% will go because they found

a cheaper product

elsewhere 20% of them will leave because

they perceive and remember perception is

all there is here they will perceive

that they have received a lack of

personal attention they haven't received

the service they require and 50% of

people will leave because they believe

they have received rude or unhelpful

service if you look at the diagram you

will see that 70% of of people who

choose not to do business with you will

leave because of the perception that

they have been badly treated by

you we can't afford this we can't afford

to lose customers on this scale

therefore brilliant customer service

becomes an absolute

must and if you

[Music]

treat a

complaint as a professional opportunity

remembering that feedback is the

Breakfast of Champions most people will

return to to you if you fix the problem

and if you impress them by how you

handle their complaint they will become

ambassadors for you and for your

company here is a way in which you might

do it a six step customer complaint

strategy try to guess what steps four

five and six are because we rarely use

them first is that you apologize when

somebody complains you don't admit

liability I'm not asking you to do that

you apologize for inconvenience and you

immediately offer to fix whatever the

problem is and the third stage is that

you fix it or you if you can't

personally fix it you take

responsibility to say it will be

fixed there are another three steps that

I'd like you to

take the first is to add something a

token for the inconvenience something

that says I'm sorry not a big big big

thing but just something that says I'm

aware that we haven't met the standards

that we're aiming for and we want to

thank you for your complaint because we

will do something about it and here's a

token of our

esteem the next stage is when you fix

the problem go back to your customer and

ask have I fixed this to your complete

satisfaction and if I have not go back

to stage one and apologize and start

again and there's still still one more

area and this is never done and yet I

honestly think it's the most

important beg repeat

business if you

complain to somebody about something or

other and even if they fix it

perfectly there might be a residual

feeling of embarrassment

still that you'd rather just stay away

from them from now on we can't afford to

lose business in that way beg repeat

business will you please continue to do

business with with us and then make sure

that you have a the possibility of

building a special relationship with

that customer who can then become an

ambassador for your

organization we need to collect a lot of

information when we are fixing

complaints and the methodology

involves a journey that needs to be

taken first of all through using active

listening assess any kind of emotional

signals so that you can think about a

strategy to resolve their difficulty

show them that you understand their

dissatisfaction by empathy by being

empathetic towards it I understand how

you feel I would feel that way of course

using open question collect questioning

collect the information that you need

how did this happen when did it happen

why do you think what do you think we

should do to help you and then at some

point take control of the situation and

move to the solution and follow that

six-point guide until you make sure that

that person has received complete

satisfaction in the fixing of that

complaint

now this is where I would like it to

become a little bit more subtle and a

little bit more difficult 55% of the

message is in body language 38% of the

message is in tone of voice so you

should be able to read these signs are

you

reading emotional responses are you

getting signs of distress from your

customer who's feeling uncomfortable

about it or are you getting focused

anger somebody concentrating on the on

the issue itself there is a difference

between emotionally driven behavior and

task driven behavior and if you can read

the signals that tell you the

differences between these you will have

a better way of resolving

them at one end of the spectrum you've

got emotionally driven Behavior which is

about how I feel about what has happened

and at the other end of that Continuum

we

have anger task driven driven because of

your failure to deal with what has

happened and you should have dealt with

it

differently people in complaint mode are

very sensitive to the words you use at

this point so I'd like you to be very

careful

about using phrases like this in your

answer to a complainant they the bosses

won't let me or I'm sorry but it is

company policy I can't do this I can't

do that nobody has complained before

these kind of phrases are just there to

annoy people they don't do you any good

we need to think differently and

remember that word but that word but

erases everything that has gone before

it I agree with everything you say but

means I don't agree with anything you

say and your tone of voice in listening

and responding your tone of voice can

indicate that you're uninterested and

that's yet another reason for your

customer to become angry with you your

dissatisfied customers prefer to hear

this kind of thing I'm sorry for the

inconvenience I've caused thank you for

bringing the matter to our attention you

are right to complain you know I would

complain under these circumstances your

customers like to have you empathize

with

them a tone of voice that you use which

is empathetic and shows understanding

customers like to hear their name being

used they love your personal assurance

that the problem is going to be fixed

and they like to have a clear plan of

future action all of this is something

that can be trained all of this is a set

of skills that you and I can learn when

certain triggers set off a situation we

then choose to respond in a corporate

way to make sure that the complaint is

met and dealt with

professionally so let's have a look at

these different types of behavior and

how we how we respond to

them emotionally driven Behavior

Behavior which is driven by how I feel

about this at its most extreme can

involve explosions um you don't know

what you said but suddenly that person

is crying some that that person is

screaming at you um they're in tears

they're they're using random words that

that you have said to trigger absolutely

unreasonable responses

these

people need to have their feelings dealt

with before you can handle whatever task

has troubled them slightly less

concerning more moderate than that is a

kind of controlled

anger sarcasm sniping comments and do

remember this sarcasm is a very

disrespectful form of dealing with

somebody sarcasm is disrespectful so it

really doesn't matter how well I have

dealt with this comple

if that person is sarcastic about me

they still don't believe it so sometimes

it is worthwhile just touching on the

sarcasm I couldn't help but notice

sarcasm in your turn of voice there sir

why would you wish to be sarcastic

towards me I'm just trying to resolve

this

issue and the generally unhappy person

who's driven by feeling uncomfortable

feeling guilty whining moping grumbling

all non-specific behaviors these people

are just unhappy and they need you to

try and drag them out of their

misery so in the set of circumstances

emotionally driven Behavior involves

dealing with the feelings first before

you try to seek a solution show empathy

with their current feelings before

moving on you have every right to feel

unhappy I'd feel unhappy about this

perhaps you might want to take them

somewhere comfortable where they can sit

down where they can have a rest maybe

offer them a cup of tea make the

customer feel comfortable not

guilty and you know every now and again

you will find that that kind of customer

will start to apologize to oh I'm so

sorry I really didn't mean to be so

angry with you but you know you're the

fifth person I've tried to speak to

today and I haven't been able to get

through to anybody and I know and I'd

feel exactly the same if I were you just

sit down and relax and then we'll fix

the problem for

you try to involve the

customer in agreeing what the solution

might be so that between you you can

come together with a

resolution task orientated behavior is

different at its most extreme it's loud

it's embarrassing it's non- egotistical

this person really doesn't care finger

pounding point no sense of embarrassment

a wish to hurt or humiliate you because

you have not done what I wanted you to

do these people are very frightening and

they use this bullying approach in order

to try and win over they have to win

you've got to be very brave to deal with

these people but you

can somebody who is Task focused but is

not behaving in this angry angry way may

turn out to be very detail conscious

coming with a file of complaints backing

up the complaint with evidence sometimes

they're on a

mission and sometimes the issu focused

individual behaves in a passive

aggressive way

he or she won't verbalize won't explain

but you can see their annoyance in their

body language and their failure to meet

your eye or if they do meet your eye you

know they're running a video about what

they want to do to

you dealing with issue focused Behavior

involves dealing with the issue first

not the feelings dealing with the issue

first fix the problem not the person so

for the extreme bully this person is a

bully accept that deal with the issue

stay safe and attempt to control the

next steps through assertiveness stop

right there I will deal with this matter

now please sir sit down I will find out

how this can be so as an assertive

person you have got a good chance of

being successful because he or she

appreciates powerful Behavior so don't

give up on that person don't allow them

to trample you stand up and say you what

this happened this is absolutely

unacceptable please sit down and I will

deal with this

immediately it will

work the issue focused behavior of a

more moderate kind of

person can often be called know-it-all

Behavior you know that person who knows

more I've forgotten more about this than

you've ever learned young lady that kind

of patronizing approach this person is

an expert instead of getting angry with

them or instead of trying to be more

expert than they are acknowledge their

expertise and then be very detailed in

your response if they have a big file of

stuff refer to detail be very detailed

with the detail thank them for bringing

this matter to their attention concede

on some matters of fact and then ask for

their proposed

solution very

importantly involve them in the final

decision so that they can own the

solution so that they can go away from

the interaction saying I showed them

and so that person's partner can then

say you're wonderful darling because

these people need to win let them

win let them be the people who decide

what cuz they know what the answer is

and as long as you can give it be happy

to give

it grumblers people who are just

generally unhappy about

everything try to help them to focus

their General statements into specific

issues that you can resolve feed back

what they tell you and ask what their

solution might be so how do you think we

should fix

this are there themes or is there a loop

that drives their behavior does this

tend to happen at a certain time does

this tend to happen at a certain part of

the process that you're involved in and

see whether or not altering that process

in some way might reduce the number of

grumblers you

get and I'd like just to draw your

attention to one person I'm going to

call the quiet

assassin this person is just too

Pleasant something has gone terribly

wrong and they should be more angry and

you know that but they're not they're

nodding and they're

smiling well if you leave things as they

are they will destroy you that person

will leave and go straight around to see

a lawyer or a journalist that person

will make it their life's mission to

destroy

you the quiet assassin is very dangerous

so when you are handling the potential

quiet assassin first of all be very

polite don't allow yourself to be drawn

into anything be careful not to rush to

a conclusion your time is what they

need point out any hidden

agenda and make sure that both of you

are aware that it has been noticed the

wheels have fallen completely off this

let's put some more wheels on shall we

and overcompensate where you can let's

put an extra wheel on here to make sure

have we satisfied absolutely

everything this person needs to be dealt

with because otherwise he or she will

leave and become very dangerous to

you when complaints start to get to you

as they might because there are certain

times when everything seems to go wrong

you might want to use What's called the

eter sketch approach

do you know that toy the eter sketch

which is a brilliant toy for children

but the eter sketch salesp people

themselves used to have one and if they

had a particularly difficult client to

deal with they just draw a picture of

that client on it and then go

gone the eter sketch approach says I've

done it finished let's move

on think about sharing collecting your

War stories with your colleagues so you

can have mutual support be prepared to

accept the challenge see feedback of as

The Breakfast of Champions and be one of

those Champions see it as a positive

opportunity to practice your soft skills

ask what you would do in the

circumstances if you were the complainer

so that you can

empathize and very very

importantly think about the time

Dimension after all in a year's time or

in five years time or in 50 years

time what are you going to think about

this

it's not going to be that important so

don't allow it to get you down