Why Do Your Customers Complain and What Can You Do About It?

Learn about Customer Service

As the Internet becomes an increasing part of our lives there are a growing number of web sites which are run for dissatisfied customers to publicly air their complaints about bad service. See your name posted on these sites or get contacted by them and you know you have a problem!

How can you prevent your business from becoming ‘feature of the week’? Of all the skills small business owners need these days, the one least practiced is the ability to step back and look at your business from the customer’s perspective.

Having an effective complaint handling process is important but that is the equivalent of closing the stable door after the horse has bolted – it’s too late, your customer has already suffered.

It’s more effective to know what your customers could potentially complaint about and put it right before it happens.

So what are the common reasons for customer complaints? Mark Bradley of Customer Service Network (www.customernet.com), which facilitates in benchmarking, improving processes and implementing improvements to help reduce customer complaints, says,

“Financial loss is the obvious reason but the rest can be split into operational and emotional reasons.”

In this article we will look at some of the operational and emotional or human issues within your business which could give your customers cause to complain. Take a look at these and examine each part of your business. How do you stand up?

“You didn’t do what you promised.”

When did you last review your advertising material or web site? Do they contain service promises which sounded great at the time but have since been forgotten? For example, do you promise to deliver within 24 hours but changes in processes have meant that is no longer possible? No one may have complained yet but sooner or later someone will.

“Your product didn’t do what it’s supposed to do.”

When did you last undertake a quality check of your product? Random checks can help weed out poor quality workmanship before a customer spots it.

When buying your stock or finished item do you test it?

“You’re never open when I need you.”

9 to 5, 5 days a week may have been acceptable when you first started out, but is this still what the customer wants? Check with your customers – they may want you to open later and close later.

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