Dealing With Customer Dealing With Customer IssuesIssues

Agricultural Education Instructor: Agricultural Education Instructor:

to meet all of your to meet all of your agricultural agricultural

needs!needs!

Welcome to ___________ Welcome to ___________ (fill in the blank) Store!(fill in the blank) Store!

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Grand Intentions Story as told by Jeff Mowatt, author, in an article “Grand Intentions to Greater Sales” taken from his book Becoming a Service Icon in 90

Minutes a Month, located at:http://www.jeffmowatt.com/articles/grandintentions.html)

“Here’s a powerful lesson about selling from a 15 year old.  My wife and I had just picked up a dog from the humane society.  On the way home, we stopped at a pet store to pick up some dog food, a dish, and a leash.  I'm figuring this stop will take eight minutes. That was before we met the store's teenaged employee, "Tina.“

"Anything in particular you're looking for?" Tina asked.  My wife replied that we'd just picked up a dog from the SPCA and needed a few supplies. 

The teenager's response: "Really? You adopted!  That is so sweet.  You know, I'm working here because this is more than just a job to me.  I'm doing this because I love animals.  So, no matter where you buy your pet supplies from, I want to make sure that we get all of your questions answered, so that your little dog gets the best possible care."

I glanced over at my wife and notice that she's looking at Tina with the kind of expression that says, "You- are- a- child- of- God- who- this- world- needs- more- of- and- of- course- we're- going- to- buy- all- of- our- pet- supplies- here- and- let's- not- even- discuss- anything- as- petty- as- price."Fifty-eight minutes later, I'm pushing a cart out the door with over two hundred dollars worth of pet supplies.  The dog was only seventy five.”

Consistently telling customers that YOU (the employee) care about THEM (the customers) and their problems!

“Grand Intention© ”: Expressing to customers that you understand:

1. Their immediate needs

2. Their larger desire

“Grand Intentions© also work to:

1. Connect on a personal level with customers

2. Enhance trust and cooperation with customers AND other employees

Story as told by Jeff Mowatt, author, in an article ““Keeping Customers When Things Go Wrong Five keys to turning upset customers into fans” taken from his book

Becoming a Service Icon in 90 Minutes a Month, located at: http://www.jeffmowatt.com/articles/keepingcustomers.html)

“When it comes to dealing with dissatisfied customers, most businesses believe that money back guarantees and/or

exchange policies will fix the problem. 

Lousy strategy: Lousy strategy: Money back guarantees and exchanges may fix the problem, but they do nothing to fix

the relationship. 

“On the other hand, by applying just a few critical people skills, front line employees can create such positive feelings -- for both themselves and their customers, that an upset customer will become even more loyal.  They'll be transformed from being a critic of your organization to becoming an advocate.  Here are 5 key strategies:”

“Inadequately trained front line employees chase away repeat customers and referrals, spread damaging word-of-mouth advertising, and become frustrated and de-motivated because they're constantly dealing with upset customers.”

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Key #1: Key #1: Focus on Concerns vs. ComplaintsFocus on Concerns vs. Complaints No one likes to hear customers complainNo one likes to hear customers complain To prevent this defensive mindset, learn to treat To prevent this defensive mindset, learn to treat

customer complaints as concerns:customer complaints as concerns: Customers who express concerns are helping you:Customers who express concerns are helping you:

Stay SharpStay Sharp Be CompetitiveBe Competitive Become SuccessfulBecome Successful

Focusing on customer concerns vs. complaints Focusing on customer concerns vs. complaints immediately shifts negative situations into ones that immediately shifts negative situations into ones that are: are:

PositivePositive HelpfulHelpful ProductiveProductive

Key #2: Key #2: Empowered Front-Line EmployeesEmpowered Front-Line Employees Customers won’t become upset if front-line Customers won’t become upset if front-line

employees are empowered to make reasonable on-employees are empowered to make reasonable on-the-spot decisionsthe-spot decisions

This empowerment requires TWO important factorsThis empowerment requires TWO important factors TrainingTraining

Make sure as an employee you are trained to make on-the spot Make sure as an employee you are trained to make on-the spot decisionsdecisions

TrustTrust Your employer must TRUST you – they must believe that you Your employer must TRUST you – they must believe that you

will make the best decision possible for their business and for will make the best decision possible for their business and for the customerthe customer

Businesses don’t get customers for free. Businesses don’t get customers for free. They EARN customers by making sure that all front-They EARN customers by making sure that all front-

line employees are empowered with on-the-spot line employees are empowered with on-the-spot decision-making abilities. decision-making abilities.

Key #3: Key #3: Prove that you’re listeningProve that you’re listening

When a customer is voicing their dissatisfaction:When a customer is voicing their dissatisfaction: STOP whatever you’re doingSTOP whatever you’re doing Turn towards themTurn towards them Give them an expression of total concern.Give them an expression of total concern. LISTEN without interruptingLISTEN without interrupting

Then: PROVE you’ve heard them!Then: PROVE you’ve heard them! Repeating:Repeating:

Repeat what the customer said.Repeat what the customer said. Tell them WHY you’re repeating them “I want to make sure I understand Tell them WHY you’re repeating them “I want to make sure I understand

what you’re saying – this is what I heard you say _________________”what you’re saying – this is what I heard you say _________________”

ParaphrasingParaphrasing Restate what the customer saidRestate what the customer said So what you’re telling me is ____________________”So what you’re telling me is ____________________”

Repeating & Paraphrasing lets the customer KNOW Repeating & Paraphrasing lets the customer KNOW that you truly understand the problem. that you truly understand the problem.

Student 1: I can’t believe that you ordered the wrong part! Now I can’t fix my tractor, the crops are starting to wilt from the drought, and a hail-storm is supposed to hit tomorrow. Why can’t you do your job right? Now I’m going to lose thousands of dollars in ruined crops because you weren’t smart enough to order the right part! Now I’ll have to wait another week for the RIGHT part to come in!

Student 2: Let me make sure I understand you correctly. You’re upset because without this part you won’t be able to fix your tractor, and you’re concerned about getting the crop harvested before the storm.

Key #4: Key #4: Express Sincere EmpathyExpress Sincere Empathy

Virtually EVERY upset customer feels frustrated because Virtually EVERY upset customer feels frustrated because they didn’t get what they expectedthey didn’t get what they expected

It’s THAT simpleIt’s THAT simple

Whether or not they have a valid reason for feeling Whether or not they have a valid reason for feeling frustrated is completely irrelevant.frustrated is completely irrelevant.

Upset customers need to know that you careUpset customers need to know that you care You care about their problemYou care about their problem You care about their frustrationYou care about their frustration

Empathize with themEmpathize with them Use phrases like, “Gosh, that sounds frustrating.” Or, “I’d feel Use phrases like, “Gosh, that sounds frustrating.” Or, “I’d feel

the same way if I were you.”the same way if I were you.”

Empathizing diffuses angry customers faster than anything Empathizing diffuses angry customers faster than anything else you can do.else you can do.

Student 1: You’re absolutely understanding me correctly. . .

Student 2: I’m very sorry about the misunderstanding and for ordering the wrong part; I’d feel the same way if I were you.

Key #5: Key #5: Apologize and Provide Extras.Apologize and Provide Extras.

Tell the customer, “I’m Sorry.”Tell the customer, “I’m Sorry.” Even if it wasn’t your fault.Even if it wasn’t your fault. You represent your business to that customer – You represent your business to that customer –

apologize on behalf of the entire companyapologize on behalf of the entire company

Apologize even if you think it’s the customer’s faultApologize even if you think it’s the customer’s fault Give the customer the benefit of the doubtGive the customer the benefit of the doubt

By erring on the side of the customer you will ensure By erring on the side of the customer you will ensure repeat and spin-off business for many years to come.repeat and spin-off business for many years to come.

If the product / service really fell short of the mark, If the product / service really fell short of the mark, give the customer a refund or exchange.give the customer a refund or exchange.

Refunds & exchanges often aren’t enough – Refunds & exchanges often aren’t enough – Give customers something for their inconvenience, Give customers something for their inconvenience,

including any small gesture or token of appreciationincluding any small gesture or token of appreciation

Student 1: I just feel so frustrated. If I don’t get this crop harvested, I don’t know what I’ll do.

Student 2: I am so sorry this happened. If you’ll give me a few minutes, I’d be happy to contact a few people and see if I can’t find a supplier who can get you that part in the next few hours; that way you’ll still have time to get your tractor fixed, and get the crop harvested before the storm hits. I’d even be happy to send someone out to get the part, and deliver it to your farm if that would be more convenient for you.

Plumber dressed in an Armani Business SuitPlumber dressed in an Armani Business Suit

Lawyer presenting a case in court dressed in khaki Lawyer presenting a case in court dressed in khaki shorts and a t-shirtshorts and a t-shirt

Waitress wearing too much makeup, sporting tattoos Waitress wearing too much makeup, sporting tattoos and body piercings while working in an upscale, fancy and body piercings while working in an upscale, fancy restaurantrestaurant

A bartender in an alternative nightclub wearing a A bartender in an alternative nightclub wearing a conservative suit and tieconservative suit and tie

A ranch hand wearing skating shoes, baggy jeans, and A ranch hand wearing skating shoes, baggy jeans, and a fancy button-up shirta fancy button-up shirt

Bizarre Reason #1: Bizarre Reason #1: You look different You look different than expectedthan expected Customers prefer doing business with Customers prefer doing business with

individuals who meet their visual individuals who meet their visual expectationsexpectations

If you want to keep customers, dress in a If you want to keep customers, dress in a manner that customers expectmanner that customers expect

First Impressions may not be “fair,” but they are First Impressions may not be “fair,” but they are the realities of the business world.the realities of the business world.

Employees are hired to take CARE of Employees are hired to take CARE of customers – not express their individualitycustomers – not express their individuality

Bizarre Reason #2: Bizarre Reason #2: You’re hard to You’re hard to understandunderstand Customers don’t want to strain Customers don’t want to strain

themselves to understand youthemselves to understand you Speak the local language clearlySpeak the local language clearly

This concept has nothing to do with This concept has nothing to do with discrimination based on ethnic discrimination based on ethnic differences or nationalitydifferences or nationality

It has to do with basic communication It has to do with basic communication skills that are essential to do the job.skills that are essential to do the job.

Bizarre Reason #3: Bizarre Reason #3: You ExaggerateYou Exaggerate

Don’t exaggerate to tell the customers Don’t exaggerate to tell the customers what they want to hearwhat they want to hear

If a task will take 15 minutes to complete, don’t If a task will take 15 minutes to complete, don’t say “It’ll only be 5 or ten minutes.”say “It’ll only be 5 or ten minutes.”

This is called This is called “lying.”“lying.” Customers hate lyingCustomers hate lying

Organizations that stay in business over Organizations that stay in business over the long term adhere to the age-old adage:the long term adhere to the age-old adage:

Under promise and over deliverUnder promise and over deliver

Bizarre Reason #4: Bizarre Reason #4: You’re IndiscreetYou’re Indiscreet Customers don’t want to wait while you finish a Customers don’t want to wait while you finish a

conversation with your friendsconversation with your friends Either in person, on the phone, or on Instant Either in person, on the phone, or on Instant

MessengerMessenger

Customers don’t want to listen to you converse with Customers don’t want to listen to you converse with other co-workersother co-workers

They want to have their needs addressed They want to have their needs addressed immediately; not listen to your private conversationsimmediately; not listen to your private conversations

Employees often tell customers more than they Employees often tell customers more than they want to hearwant to hear

When a customer asks you “How are you?”, they When a customer asks you “How are you?”, they don’t really want to hear complaints. It’s just a don’t really want to hear complaints. It’s just a greeting. greeting.

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