An old adage that the customer service industry has lived by for years says that “the customer is always right.” Through the years, this mantra started by a London department store owner, Harry Gordon Selfridge back in the 1900s has become a golden rule in most businesses.
This statute, however, has been increasingly questionable when taken into full context at present. A lot of factors have made it unfortunately difficult to abide by this at all circumstances including changes in customers’ attitude towards customer service providers, change in the market and business strategies as opposed to previous decades, and most importantly — company policies which are written to be followed but at some point may draw limitations or inconsistencies with the “rightness” of customers.
Now, the important question is — do you bend your policies for the sake of customer demands? Or do you strictly adhere to these policies and let the customers be?
According to Shep Hyken of Shepard Presentations, customer service is a philosophy that has to be realized and embraced by all members of an organization — from the top of the management to the newest employee. True enough, rules are rules. However, ultimate customer satisfaction is above all, the greatest commandment.
The real million-dollar question that needs to be answered here, therefore, is not whether to prioritize customers over company directives or vice versa. Rather, it is what can be done in order to keep stakeholders happy while adhering to company policies.
Let’s do it RIGHT!
- RESPECT
According to entrepreneur and Forbes contributor Brant Pinvidic, modern-day consumers mostly doubt everything they hear, all of what they read, and most of what they see. The culprit for this untrusting attitude would be countless misleading advertising, deceiving click-baits, and unfulfilled guarantees. Unfortunately, this is not your business’ fault, but definitely not the customers’ also. Therefore, respecting how they feel about a certain concern they have, regardless of whether it is reasonable, abiding by, or against company rules, is the first step towards mutual understanding.
Respecting your customers’ frustrations, disbelief, distrust, and demands is not easy especially when they are asking too much or using inappropriate language. However, putting oneself in their shoes perhaps would bring about some consolation.
- INFORM
Imagine a customer telling you that a product he purchased from you is not working at all, is dead, is useless, and a waste of hard-earned cash. Through probing, you realize he did not follow the operating manual or the troubleshooting steps. The resolution is now gleaming brightly right in front of you — information.
Professionally and patiently explaining to your customers what they do not completely understand about your product or service is an opportunity not only to pacify their anger but also to turn their experience from a negative one into an unforgettably satisfying interaction. Just like Francis Bacon said, knowledge is power.
- GET
On some occasions, the most informative explanations or even the sincerest empathy would not work for extremely upset customers or those who have made up their minds of what they want. You just need to accept the historically proven fact that one cannot please everyone. In these cases when there is no foreseeable resolution, your only option is either to give in or give up.
However, no matter what the result, it is important to charge the situation to experience, and GET valuable feedback directly from your customer or learn from their complaints and woes in order to alleviate pain points in your customer base.
- HELP
A study by Gallup reveals that people tend to do business again or promote a brand when they are provided with thorough, genuine, and friendly help.
Help comes in many forms. In the case of customer service, it can be an immediate resolution to your customers’ issues, additional information on what they can do about the problem they are encountering, or simply letting them know that their complaints are heard and will be escalated to a higher authority. What really matters is that your customers know that your intention to help is genuine and that while the solution to their dilemma may not be readily available, you will work on it, they will not be forgotten, and that they can expect a possible answer in the near future (whether positive or negative).
- TAKE
Company policies and operations guidelines should not hinder ultimate customer happiness. After all, these rules are written in order for customers to be guided in their purchasing experience with your company.
There is absolutely nothing wrong with following them in most cases. However, it is equally significant to TAKE feedback, constructive criticisms, bad customer experiences, negative reviews, and complaints into consideration when reviewing these policies. They are going to be guiding principles into revising what’s not working out anymore and emphasizing what needs to be given more attention. Take them, use them, and implement them.
These days, customers may not always be right anymore. However, customers should always be rightfully satisfied.
