If customers had a positive experience they will share it with friends, families, and acquaintances, whom can lead to more potential customers and so on.
According to the study by Esteban Kolsky, 13% of unsatisfied customers will share their complaint with 15 or more people.
In addition, just 1 customer out of 26 complains directly. Those who don’t, simply stop buying.
A complaint mustn’t represent a problem. It is necessary to listen to customers’ problems, investigate and try to improve in order to avoid getting more complaints in the future.
Analysis of the negative opinion
When a customer expresses a complaint or a concern about a product, many factors should be analyzed before making a decision. Most importantly, not every complaint should be treated the same way.
Here are some questions that you can ask yourself to solve the problem:
- What happened and why?
- Is it the first time this happens?
- Have we ever had similar complaints?
- Was the customer previously advised of the problem?
By answering this type of questions you can prevent the same problem to happen again.
How to manage customers’ complaints
Next time one of your customers complains about something, keep in mind these pieces of advice in order to turn this problem into an opportunity for your e-commerce. You can also have a look at our post “How to respond to negative reviews“.
1. Listen and respond to the complaint
You should always listen to your customers. They complained about a reason and it is important to understand which. Various studies showed that customers prefer quality, instead of a quick answer that doesn’t actually help.
2. Apologize and solve the problem according to the company’s policies
Don’t be afraid to say you are sorry. Many customers simply seek an apology or a proof it won’t happen again.
A research carried out by the Economy School of Nottingham showed that unsatisfied customers are more likely to forgive a company that apologizes to them than one that gives them a gift.
Researchers have come to the conclusion that when one hears the words “I’m sorry” a sudden instinct to forgive is activated. A simple apology, however, is not enough: the problem has to be solved in the best way possible.
3. Inform your customer: let him know you are looking for a solution
It is necessary to inform the client about the fact that his complaint is being taken care of.
4. Overcome the expectations
Once you have identified the problem, solved the complaint and informed the customer about it, you can take another step and overcome his expectations.
A handwritten thank-you card is a nice example to make a good impression.
Bear in mind that managing customers’ complaints is a continuous process.
Customers’ complaints are important
Look on the bright side. It is a good way of collecting information from your buyers in order to help you improve your service.
The way in which you manage customers’ complaints marks the difference between keeping a customer and losing it.
Any other suggestions?
If you are looking for more advice on how to manage customers’ complaints, you can have a look at our blog. There are many posts that can be useful, for example, to help you get quality reviews; remember, your customers are your best advocates.