The Customer is NOT Always Right
I bet you've heard the following saying more times than you can
count: "The customer is always right." But the truth is, that's
a false statement. If you've been in business for any length of
time, you've probably encountered a few situations where the
customer was definitely wrong. However, that doesn't mean you
can make whatever rules you like and the client is without
recourse because the saying should actually be:
The customer is always valued.
If you begin with that premise, then even when an irate customer
is making, what to you seem to be unreasonable, demands, you can
begin negotiations from a place of respect. It can be tempting
to get into a shouting match with a belligerent client who won't
listen to reason, but if you remember to always treat the
customer as valuable, you can get through the dispute without
raising your blood pressure too badly.
An extremely upset customer may not be as respectful in return
as you'd like, but that doesn't mean you should also be
disrespectful. No matter what the situation, listen to the
customer's complaints - and I mean, really listen. Don't just
give them space to vent all the while having a standard speech
set to spew from your lips when they finish. By actively
listening, you can better understand what the situation might
feel like for that customer. It will help you to ask the right
questions to find out how best to ensure this person's
satisfaction.
For example, I once worked as office manager and assistant store
manager of a one-hour photo shop. An angry customer came in
complaining about the quality of the photos, demanding a refund
and free rolls of film. The clerk called me to deal with the
situation. After listening to the complaint, and perusing the
pictures myself, I was perplexed. I had been in the store all
week, and not only did I not recognize the man who had dropped
off the film, I didn't recognize the photos. I turned one of the
pictures over and discovered it wasn't even the type of paper we
used. I pointed this out to the customer and asked him if the
photos could have been developed at one of our competitor's
stores - another one-hour photo shop was at the other end of the
mall. I explained about the paper and how we were contracted to
only use a particular brand and not the one these photos were
printed on.
The sheepish customer realized his error, and I then gave him
the option of returning to the competitor's store or having us
do them for him at a discounted rate. He chose to have the other
store repair the error, but I gave him a discount coupon to use
on his next roll of film, and he became a regular at our store.
Perhaps your irate customer isn't quite as "in the wrong" as the
client in the above example, but is insisting on a refund when
you have an "exchange only" policy. Before you state that -
which the customer probably knows already - remember why you put
the "exchange only" policy in place. If this person's problem
falls outside of the reasons the policy was established, then
perhaps it would be a good idea to refund this person his or her
money.
In the long run, it may prove to be better for you. Even if they
say they'll never purchase from your establishment again,
neither will they be likely to bad-mouth you to their friends.
Just as positive word of mouth is a powerful marketing tool,
negative word of mouth reports are bad for business. It is also
likely they will remember how well you treated them and may
return after all.
Whether a customer is asking for a discount on a non-discounted
item, a refund on a non-refundable item, is one day late for a
sale that inspired the purchase they wish to make, or is in want
of extended coverage on an item no longer under warranty, take
each person's request on a case-by-case basis. While
unchangeable policies may prevent you from giving every person
the service they request, explain it politely and clearly. If
they are still dissatisfied, and there is nothing you can do to
help, apologize and recommend another course of action that may
satisfy them. If, in the end, you lose that person's business,
don't take it personally. Even if it becomes necessary to refuse
business to abusive or violent customers, maintain your dignity.
You can't please everyone, and by continuing to treat the
customer as a valued client, you won't have lost your
self-respect, nor your reputation as a professional business
person.
The customer is not always right, but the customer should always
be treated with respect.