& Customer advisory Page 17
Such and similar
comments and remarks mostly have the following effects on the customer:
- He is even more annoyed.
- He is annoyed about
the whole company.
- He is very unsatisfied
with the delivered equipment or installation.
- He has entered the
company for the last time as a customer.
- The "word of mouth"
advertising starts to turn negative for the company, since the customers are
beginning to warn their friends of the company instead of recommending it
or speaking positively about its services. The corporate image of the company
can thereby suffer an enormous damage.
should behave in the following way in case of customer complaints:
blaming the customer that he is partly responsible for e.g. the faulty product
too or instead of looking for excuses one should concentrate on the following
- How can the complaint
be solved to the satisfaction of the customer ?
- How quickly can one
start to work on the complaint by e.g. resolving faults ?
- How much time does
it take to resolve faults also in the customer's home ?
the most important rules of conduct in case of customer complaints:
-> One lets the customer speak and writes down the most important things.
-> One shows that one understands the situation of the customer.
-> One accepts the complaint and thanks the customer for drawing one's
attention to the mistake or the faulty product since the customer gives one
the possibility to first resolve the mistake and secondly notice that the
company sells faulty products.
-> One apologises for the faults and the possible damage that occurred
even if it might not be clear who is to blame for the mistake and where it
-> One should call the customer the long-time good co-operation with the
own company to mind and refer to the many orders that had been fulfilled to
the full satisfaction of the customer.
-> One should make notes of the details of the complaint so that the customer
is gaining the impression that one takes his concern seriously.