Service studies suggest that satisfied customers tell from three to seven people about their experience while dissatisfied customers tell maybe three times that number.
How expressive are you when you receive the quality service, products, or experience you think you deserve? And when you’re displeased, how vocal are you, and to whom do you voice your dissatisfaction?
I recently had an opportunity to express my extreme and utter dissatisfaction at a place where I was staying. Traveling with computer and printer, I composed, printed, and hand delivered a letter explaining how I felt, complete with two “visual aids” from my place so staff would know exactly what my objections were.
I stood in the office while two employees read my letter. It was gratifying to see confirmation on their faces; they seemed relieved that finally, a guest had outed some of their serious issues. They passed my letter on to the manager and I was given new lodging.
Before leaving, I wrote another letter thanking everyone for making things right. I also explained that resentful customers often trash a place or get destructive to demonstrate their upset. A few hours later I received a gracious call from the manager thanking me for my feedback. Why did this happen? Maybe because my comments were:
1. Respectful. There were no insults, blame, indignation, or innuendo in either letter. Practicing restraint, I politely explained how my experience had fallen far short of my expectations.
2. Descriptive. I was very specific about what disappointed me so there was no doubt in anyone’s mind what I was unhappy about.
3. Targeted. My first letter stated that I had chosen to complain to the people who could fix my problem (instead of complaining to friends) so the facility would have a chance to step up to the plate, which they did.
4. Insightful. By describing the ways angry customers act out their resentment, I offered a glimpse of how customers think and why.
5. Credible. I briefly explained that I’ve written three books on customer service and have been teaching the subject for many years.
Simple Action: Never alienate or tick off anyone who can resolve your problem. Intend to team up, not steam up. Be respectful, descriptive, targeted, insightful, and credible in your feedback so you can help others help you get exactly what you want.
