Expert Top Tips: How to Deal with Customers

“Is the customer always right? Actually no!” says Brian Trott, director of Glevum Learning. But handling a
customer the right way is crucial to business. Here’s how to give good customer service.
We’ve all heard the old adage that the ‘Customer is always right!’, but I don’t suspect that many of us actually believe
this is really true; apart, maybe, from when WE are the customer. I’ve been involved in customer-facing roles for most
of my working life (including catering, retailing, banking, business training & consultancy, and even running my own
franchise, SupaStrikers, introducing football skills to preschool children). During this time, I can think of plenty of
times when the customer has actually been completely, utterly, 100% WRONG (usually accompanied by a highly
aggressive attitude)!
However, one key thing that I learned very early in my business career is that although customers aren’t always right
and can be the biggest nuisance ever at times, they are always the potential customer, who are not only going to
contribute towards my income, but also has the power to directly influence lots of other potential customers. A major
fact of business is that you can have a great product, fantastic marketing, all the latest equipment, modern premises,
even great customer service policies; however, without enough customers who return and/or positively influence
others, the business won’t survive very long. It’s certainly far easier and cheaper to retain an existing customer than
to keep finding new ones.
The other key thing I learned very early, is that unlike most areas of business, customer service is one of those few
areas in which we’re all relative experts, by nature of the fact that we’re customers ourselves who already know what
good service feels like.
I now use the ‘customer’ approach to service that I’ve identified from my own experience as a customer and sought to
apply to my own businesses. The core features of this approach are outlined below:
1. Complaints are welcomed: as strange as this may intially sound (as none of us want customers who are
unhappy): it‘s far better to know when someone’s unhappy because we can then do something to rectify the
situation. Therefore, if someone has a complaint, make them feel they’re right to tell you and demonstrate that
you’re listening. Bear in mind that an unresolved complaint is likely to result in the customer telling lots of other
people about perceived poor service, while a successfully resolved complaint often creates ‘stronger’ customer
loyalty. If appropriate, consider asking the customer “What would you like me to do about the situation?”, as this
often involves giving away less than you would have done if you intially offer a solution and impresses the
customer!
2. Under promise and over deliver: one of the biggest frustrations experienced by customers is being promised
something that doesn’t materialise e.g. delivery day/time, a return telephone call, information being sent etc.
Customers will often look elsewhere if their expectations aren’t met. Therefore, don’t just say things that sound
good at the time if you can’t subsequently live up to them.
3. Sell ethically: by this, I mean that it’s fine to talk positively about what you can do, to emphasise your unique
selling points, to match benefits to the customer’s needs. But be honest in terms of providing accurate answers
to the customers’ questions. Customers respect honesty and as a result, you‘ll build up their trust and loyalty.
4. Treat others as you would like to be treated: we live in an age that’s full of technology, policy and
bureaucracy, where customers often feel that they’re simply a ‘statistic’ or a ‘reference number’ being
processed by uncaring robots. All too often, we’re informed that ‘it’s not our policy to…’ even when an obviously
unique situation occurs. I’ve learned to recognise that, when the unexpected or unintentional occurs, adopting a
standard policy approach may gain income in the short term, but will cost far more in the future in terms of loss
of goodwill, reputation, and customers going elsewhere. Therefore, as a minimum, I always look to negotiate an
acceptable solution to both parties and I often make a commercial decision to simply be generous and write-off
a small amount of income in order to maintain customer loyalty.
5. Offer solutions: look for solutions where the customer’s request doesn’t appear to immediately match your
product or service. This requires you to have great knowledge of your business and to ask open questions to
establish the real needs e.g. ‘What do you need to be able to do with…’, ‘When do you actually need to use…’,
‘Which of the features is most essential to …’. Too often, customers are met with what I call the ‘hot soup’
response – a sharp intake of breath, followed by something like ‘We don’t actually do that …’, at which point the
customer leaves without realising that the seller could actually provide an equally acceptable solution. Also, be
prepared to offer ‘extras’ without being asked, where you know this would be appreciated e.g. different payment
terms for customers who might be struggling financially. Better to help them now than have them leave you
altogether.
6. Make positive first and last impressions: a high percentage of customer opinion is formed immediately at the
point of contact i.e. as the customer stands there waiting to be served, how the telephone is answered, the
greeting/layout etc of the email. If first impressions are poor, it is much harder to win the customer over. Ending
an interaction in a positive manner, by restating points agreed and thanking the customer, is also important as it
ensures the customer goes away feeling positive about the situation (and more likely to pass on positive
comments to the next few people he/she meets). Also remember that Customer Service is not just the
responsibility of those with certain job titles. There’s an anecdote often told that Disneyland in Florida gives
even the lowliest ‘litter picker’ the same level of customer service training as any of their managers. Why?
Simply because a visitor with a sudden need is more likely to come across and ask a litter picker than a
manager.
7. Every Customer is important: know who your customers are. With my own customers, I record little snippets
of information about them e.g. special birthdays, holidays, illness etc as being able to ask a customer about the
non-business matters is very impressive and implies that you care about them as a person. Where possible,
learn customers’ names and use them regularly (in an appropriate format) in conversations.
8. Recognise when something goes wrong: if you’re aware that a problem has occurred e.g. a delivery
deadline is going to be missed, don’t wait for the customer to find out and contact you (they’ll usually be
seriously annoyed). Rather, take a moment to prepare what you’re going to say to the customer, including what
you’re doing to remedy the situation, and contact or visit them before they’re aware of the problem. This doesn’t
mean the conversation will be easy, but you’ll be largely in control and the customer is less likely to become
highly agitated. Once you’ve agreed on a course of action, continually monitor the situation until you know it’s
been resolved – even if you have to involve others, don’t relinquish the responsibility. Remember to check that
the customer is happy at the end of the process.