Every business encounters it from time to time: customer complaints. When the customer experience is positive, customers share this with their friends and family. This is free marketing for your business. But what happens when customers do not have a positive experience? The answer is simple: customers start complaining.

Did you know that 13% of dissatisfied customers share their experience with 15 or more people? So it's very important to turn those dissatisfied customers into positive ones about your business. Research also shows that customers who are helped quickly and effectively with a complaint often become loyal customers who promote your business. We’ll give you six steps to turn dissatisfied customers into satisfied ones!

Complaint Handling Step 1: Listen

Handling complaints starts with listening. Your customer had a reason to be dissatisfied and takes the time and effort to complain. It's important to show them that you take the complaint seriously. Speed is important, but it doesn’t mean you must immediately come up with a solution. The customer first wants to be heard. So take your time, note down the details, and enquire further to understand the complaint. If you don’t understand the complaint properly, you won't be able to find an appropriate solution eventually.

Complaint Handling Step 2: Show Empathy

Both the customer and you want to be sure that you understand the problem. You do this by summarising the problem in your own words. It doesn’t matter if you’re calling, emailing, or chatting. Indicate this by saying something like: “I’ve noted the points and if I’ve understood your story correctly, the situation is as follows: (…).” By summarising the complaint in your own words, you check with the customer whether you’ve understood it correctly and simultaneously show the customer that you’ve listened and really understand the problem.

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Complaint Handling Step 3: Say Sorry

An unhappy customer at least wants an apology. By doing so, you acknowledge their frustration, which is very important at that moment. Even if, in your eyes, nothing went wrong, you can say, “I'm sorry you experienced it this way.” When you sincerely apologise, you not only show that you take the complaint seriously, but it also makes the customer more willing to provide more details. This will help you with the next step.

Complaint Handling Step 4: Solve the Problem

Have you understood everything correctly and is the customer’s complaint justified? Then a solution needs to be found. Empower your customer service representatives to handle the majority of complaints themselves. This way, the customer is not passed from pillar to post, and a suitable solution is reached more quickly.

Find a solution that satisfies the customer. Or better yet: find a solution that exceeds the customer’s expectations. This creates a positive impression on your customers.

Can’t come up with a solution yourself? Feel free to ask the customer what solution they envisage. This can often be beneficial, as the solution suggested by the customer is often relatively inexpensive.

Good communication with the customer is crucial. Can’t solve the complaint immediately? Then let them know what you can do now and when you’ll be in touch with them again.

Complaint Handling Step 5: Record and Categorise the Complaint

To handle complaints effectively, it's important to document all details. Make sure you’ve at least noted the contact details where you can reach the customer. There is also much to learn from complaints. You don’t want your organisation to keep making the same mistakes. If the problem occurs frequently, you may be able to implement necessary changes in your business.

Complaint Handling Step 6: Follow Up with the Customer

Is the problem resolved? You might think that the complaint has been dealt with. But that's exactly the approach you should not adopt as an organisation. You want to surprise the customer by exceeding their expectations! The final step is a perfect opportunity to do so. By following up with the customer, you ensure whether the complaint was resolved to their satisfaction. This can be done in the form of an email or card. For example, you could send a handwritten thank you, give them a bouquet of flowers, or provide them with an early opportunity to buy new products at a discount. This ensures that the customer will talk about it with friends and family! It usually takes little time, but your customer will surely appreciate the gesture.

Why Customer Complaints Are Important for Your Business

Resolving complaints is a lot like firefighting. Handling complaints is a reactive process. Of course, you strive to prevent complaints, but there will always be people who complain for one reason or another. See the complaint as an opportunity. A chance to still satisfy and retain the customer. Complaints can help you scrutinise your bottlenecks and improve directly to prevent more complaints. You can learn from complaints and help your business grow!