How to handle customers' complaints and complaints

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How to do a good job of customer complaints

First of all, we should have a correct understanding of customer complaints.

1, complaining is bliss

Janet Barnes, an American marketing expert, wrote in his book Complaining is a Gift: "When customers are dissatisfied with the service, they have two choices: one is that they can say something, and the other is to leave. If they leave, it means that enterprises are not given a chance to eliminate their dissatisfaction at all. The customers who complained are still communicating with us, which gives us an opportunity to return our service to a satisfactory state, and customers are more likely to visit our company again. Therefore, although we don't want to listen to unpleasant words, customer complaints are really a gift. "

When the hotel service is poor, the customer's reaction is to splash around. A study conducted by the American Technical Support Research Program found that when customers have a pleasant experience, they will tell five people. If they have a bad experience, they will tell an average of 65,438+00 people, and 65,438+0 people out of every five dissatisfied customers will tell 20 people.

Customers usually don't complain easily Research shows that one customer in every four service transactions is dissatisfied, but only 5% people may complain, while others will choose other organizations.

American market research shows that if customers are very dissatisfied with the service, then 9 1% will not come back to patronize. But if his complaint is resolved soon, 82% will come back. Properly handling complaints can reduce the customer churn rate from 90% to 18%. For some small complaints, if handled properly, the customer churn rate will drop below 5%.

It is not easy for hotels to win and maintain customers. A large number of research data show that the cost of winning a new customer is 7- 10 times that of maintaining an old customer. If the attitude and handling of customer complaints are improper, and customers leave because of dissatisfaction, the hotel will really suffer. At the same time, customers will not complain easily. If the complaining customers keep their dissatisfaction in their hearts after being treated unfairly, they will refuse to patronize next time, or vent it on other relatives and colleagues, which will affect the image and reputation of the hotel.

Therefore, although complaints are not pleasant, customer complaints can help hotel managers find problems and deficiencies in their own services and management, understand the gap between themselves and the market, enable hotels to find ways to improve and improve service quality, and also provide hotels with an opportunity to improve customer relations and transform dissatisfied customers into satisfied customers. So, as Jannier wrote in his book Complaining is bliss, customers' complaints are really gifts for hotels.

After the complaint is generated, the reason of the customer complaint is not important, but the key is how the service personnel treat the customer complaint and how to face and solve the customer complaint. If hotels pay full attention to customers' complaints and take active and effective measures to remedy them in time, they can eliminate customers' dissatisfaction, win customers' goodwill and trust, and often achieve unexpected results.

Step 2 be honest with each other

The word "sincerity" is very important in dealing with customer complaints. We should understand the customer's mood, sympathize with the customer's situation, try our best to identify and meet their needs, and sincerely help customers solve problems from the customer's standpoint. Only in this way can we win the trust and goodwill of customers, help solve problems, bring spiritual satisfaction and pleasure to customers and become loyal customers. When accepting a complaint, all the problems that can be solved within your own authority should be solved quickly for the customer and informed of the handling opinions. In the service work, we should be brave enough to admit mistakes, apologize to customers immediately, and make compensatory treatment after obtaining the consent of customers. Any customer complaints that exceed the authority shall be transferred to the superior in time, and the corresponding complaint handling and follow-up system shall be formulated. For the complaints that can't be solved temporarily, we should patiently explain to customers and gain their understanding. To deal with customer complaints, we should implement "one-stop" service, and remember that it can't be pushed forward, otherwise it will cause greater dissatisfaction from customers. If you lack sincerity, even if you deal with it technically and take corresponding compensation measures, you will not win the favor of customers.

3. If there is something, change it; if there is nothing, encourage it.

When dealing with customer complaints, you should be psychologically prepared. Even if the customer comes in anger, or uses excessive language and behavior, you must communicate with the customer in a calm state. Although the customer is not always right, it is often necessary and worthwhile to give the customer "rights". Because sometimes, in the absence of sufficient reasons, giving a complainant appropriate compensation can not only retain a customer, but also win a new customer base. We must clearly realize that the customer is not the object of our argument, and we will never win the argument. Even if we win back the reason, we may lose this customer. At the same time, don't try to convince the customer, because any explanation implies that the customer is wrong. Accepting customers' complaints with a clear attitude can satisfy customers' psychology and stabilize customers' emotions as soon as possible, thus showing the hotel's respect for customers and attention to complaints, which is really helpful to solve the problem.

Second, how to prevent and reduce the occurrence of customer complaints

The object of hotel service is people. Due to the differences in people's living background, behavior and personality characteristics, they show different needs for services. At the same time, due to the subjectivity of customers' evaluation of services, different customers' evaluation of the same service is different, even very different. However, no matter how diverse and complicated the complaints are, the reasons mainly focus on the following aspects: facilities and equipment problems; Quality of service; Food and beverage problems; Security situation; Corresponding laws and regulations and system issues. In view of these problems, hotels can take the following measures to enhance the predictability of services and effectively predict the needs of customers, thus effectively preventing or reducing the occurrence of complaints.

1, strengthen service quality management.

Service quality involves all aspects of the whole hotel system. Strengthening service quality management can make employees understand the content and standards of service quality management, update their service quality concepts, enhance their service skills, master the methods of quality management, improve their enthusiasm and initiative in implementing service quality standards, and consciously apply "total service quality management" and "zero defect management" to specific service operations. Good service quality management helps managers and employees correctly and comprehensively understand the essence, connotation and internal relations of hotel service quality, establish modern service consciousness and quality concept, and clarify the objectives of service quality management. At work, employees will keenly capture the customer's demand information through the changes of customers' words, deeds and expressions, make timely and accurate judgments, constantly discover and solve problems, and really play a role in preventing the delay, so that all possible complaints can be eliminated in the bud.

2. Improve the quality of employees.

Complaint handling is a special service for hotel guests, and it is often in the focus of contradiction. At present, most hotel customers are high-level and have a strong sense of legal rights protection. If the hotel staff can't match it, it will not only increase customer complaints, but also increase the difficulty of handling complaints satisfactorily, and even fall into an embarrassing situation. Therefore, hotel employees, especially those who often accept customer complaints, are required to have not only good ideological quality, skilled business knowledge and smiling service attitude, but also good psychological endurance, strong social skills, coordination ability with relevant departments, ability to analyze and solve problems with legal knowledge and forward-looking insight. In addition, the sense of responsibility and persistent professionalism of high-quality employees can make them always have respect and gratitude for the customers and enterprises on which the hotel depends for survival and development, and integrate this gratitude into customer service, and actively turn providing quality services to customers into conscious actions. By carefully observing, understanding and mastering customers' material and psychological needs, finding customers' dissatisfaction in time and taking corresponding measures, constantly improving customer service and improving customers' satisfaction with services that meet customers' needs, the occurrence of customer complaints can be effectively reduced.

3. Strengthen communication between customers and stores, and create good customer relations.

Communication is very important for hotel operation. Good customer communication can convey the professional and positive image of the hotel. Maintaining a good relationship between hotels and customers will directly affect customers' affirmation and evaluation of hotel service quality. Regular communication can also help us understand customers' opinions and suggestions, infer customers' feelings from customers' subtle emotional and behavioral changes, resolve customers' misunderstandings, reduce customers' dissatisfaction caused by inadequate service, and avoid the spread of negative effects caused by customers' dissatisfaction not being dealt with in time.

4. Establish a guest history file.

The establishment of customer history files is helpful for hotels to grasp the characteristics of customers' needs and understand their preferences, which is an indispensable basis for hotels to provide personalized services and improve service quality. Establishing customer history files can predict customers' needs, help hotels to do targeted promotion and service, help to establish a good and stable relationship with customers, facilitate hotels to put services before customers speak, cultivate loyal customers to the maximum extent and reduce customer dissatisfaction.

5. Quick complaints and remedies.

Timely complaint remedy can not only express the hotel's attention to customers, but also reduce the time cost and dissatisfaction caused by customers' waiting. Complaints are actually an effective opportunity for dissatisfied customers to re-evaluate the quality of hotel services. If the complaint is handled properly and promptly, it can not only re-establish the relationship between customers who are dissatisfied with the service quality, but also let customers experience the sincerity of the hotel to customers and increase their satisfaction and loyalty to the hotel. Research shows that if the problem can be solved on the spot, 95% customers will buy again. If it is postponed until the end of the activity, if it is handled well, 70% of customers will visit again; If the response time of enterprises to customer complaints exceeds four weeks or longer, customer satisfaction will be reduced by more than half. Therefore, it is an important guarantee to deal with customers' complaints quickly and in time and make good remedies.