Complaints are a matter for the boss
Complaints are always opportunities as well. Only through professional complaint management can they be fully leveraged. By Gabriela Baumgartner (lic. iur., LL.M.), editor and labor law specialist at the Beobachter Advisory Center.
I have already written twice. I'm still waiting for an answer! Every day, people seeking advice who are not taken seriously vent to the Observer. Others feel that they are being treated like a joke by impersonal standard letters. "The reply only contains empty phrases, my actual problem is not addressed at all." The anger is understandable. Many companies pay too little attention to their dissatisfied customers. In a well-managed company, complaints should be a matter for the boss. Most customers would rather change providers after a disappointment than complain. And if dissatisfied customers leave, they will pass on their frustration. Good complaint management is the best customer advertising. And the cheapest.
Read through twice
Read through every complaint letter twice. What has disappointed or annoyed the customer? What does he expect from you? Respond to complaints immediately. Inform your customer if clarifications are in progress. Above all, do not delegate this task to subordinates.
When you reply in writing, use natural language that is adapted to the customer. Avoid foreign words and technical jargon and explain processes and content clearly and comprehensibly. This is the only way to gain trust. Think about the solution before writing. What could you offer your customer? Complaints are not always justified. Nevertheless, question your actions. Respond to criticism, even if it seems unjustified (for example: "We will take your feedback as an opportunity to reconsider the wording in our General Terms and Conditions"). In this way, you show your customer that you have considered their concerns.
Pick up the phone in particularly difficult situations. A letter is usually unnecessary after the conversation. Always end your response to a complaint with a forward-looking, positive conclusion, for example by giving your customer a tip or informing them of a new offer.
You should not respond to complaints in this way:
- Don't make excuses, don't play internal departments off against each other and don't play small in front of your customer.
- Do not delegate the answering of a complaint to subordinates.
- Never weaken a customer's response ("no complaints have been received except yours").
- Do not treat complaints as a "case". Not: "...in your case, clarification has shown that ....", but "We have forwarded your complaint to our sales partner. He replied that ..."
- Never refer your customers to suppliers. As a contractual partner, you are the point of contact for your customers.
Examples:
Reminders
Dear Mr. Fix
Thank you very much for your letter of November 19.
I will personally check with our accounting department to find out why you keep receiving reminders even though the invoice has been paid.
I apologize for your inconvenience.
Kind regards
Unauthorized reminder
Dear Mr. Kundert
Thank you very much for your letter of February 14, in which you describe your annoyance. Thank you for your openness and your clear words.
I apologize for the unjustified reminders you have received and for the unfriendly treatment by my employee on the phone.
Of course, I have personally made sure that the payment has now been debited correctly and that the dunning procedure has been stopped.
Please let me know the next time you are in our area. I would love to invite you for a coffee. I would also take the opportunity to give you a sample range of our new products to try out.
Best regards
Book tip
"Professioneller schreiben", 180 letter and contract templates for everyday business in Switzerland, the new business reference book for Swiss SMEs and for the home office, Beobachter-Buchverlag, 320 pages including CD Rom, CHF 58.-, ISBN 978 3 85569 421 1.
Do you need legal advice?
The Beobachter Consulting Center offers you and your employees expert advice by telephone on legal issues concerning your company - 6 months for only Fr. 99.-. Order the consulting package for SMEs at
Observer.ch/kmu/ or 0800 83 0800.
Read through twice
Read through every complaint letter twice. What has disappointed or annoyed the customer? What does he expect from you? Respond to complaints immediately. Inform your customer if clarifications are in progress. Above all, do not delegate this task to subordinates.
When you reply in writing, use natural language that is adapted to the customer. Avoid foreign words and technical jargon and explain processes and content clearly and comprehensibly. This is the only way to gain trust. Think about the solution before writing. What could you offer your customer? Complaints are not always justified. Nevertheless, question your actions. Respond to criticism, even if it seems unjustified (for example: "We will take your feedback as an opportunity to reconsider the wording in our General Terms and Conditions"). In this way, you show your customer that you have considered their concerns.
Pick up the phone in particularly difficult situations. A letter is usually unnecessary after the conversation. Always end your response to a complaint with a forward-looking, positive conclusion, for example by giving your customer a tip or informing them of a new offer.
You should not respond to complaints in this way:
- Don't make excuses, don't play internal departments off against each other and don't play small in front of your customer.
- Do not delegate the answering of a complaint to subordinates.
- Never weaken a customer's response ("no complaints have been received except yours").
- Do not treat complaints as a "case". Not: "...in your case, clarification has shown that ....", but "We have forwarded your complaint to our sales partner. He replied that ..."
- Never refer your customers to suppliers. As a contractual partner, you are the point of contact for your customers.
Examples:
Reminders
Dear Mr. Fix
Thank you very much for your letter of November 19.
I will personally check with our accounting department to find out why you keep receiving reminders even though the invoice has been paid.
I apologize for your inconvenience.
Kind regards
Unauthorized reminder
Dear Mr. Kundert
Thank you very much for your letter of February 14, in which you describe your annoyance. Thank you for your openness and your clear words.
I apologize for the unjustified reminders you have received and for the unfriendly treatment by my employee on the phone.
Of course, I have personally made sure that the payment has now been debited correctly and that the dunning procedure has been stopped.
Please let me know the next time you are in our area. I would love to invite you for a coffee. I would also take the opportunity to give you a sample range of our new products to try out.
Best regards
Book tip
"Professioneller schreiben", 180 letter and contract templates for everyday business in Switzerland, the new business reference book for Swiss SMEs and for the home office, Beobachter-Buchverlag, 320 pages including CD Rom, CHF 58.-, ISBN 978 3 85569 421 1.
Do you need legal advice?
The Beobachter Consulting Center offers you and your employees expert advice by telephone on legal issues concerning your company - 6 months for only Fr. 99.-. Order the consulting package for SMEs at
Observer.ch/kmu/ or 0800 83 0800.
