If the customer is not satisfied, how to return it to the customer?

In the process of sales, we often hear customer complaints, such as high price, poor service and unreliable quality ... Customer complaints are a manifestation of customer dissatisfaction. Only by attaching importance to and implementing customer satisfaction can enterprises create more customer value and obtain market-oriented capital. According to the survey, if the service is not satisfactory, 90% of customers will leave, and if the customer problem is not solved, 89% of customers will leave. However, an dissatisfied customer often tells an unpleasant shopping experience to nine people on average. It can be seen how important it is to deal with customer dissatisfaction, and how should enterprises deal with customer dissatisfaction?

First of all, face up to customer dissatisfaction.

1, recognizing the value of customer dissatisfaction

Customers are the foundation of enterprise's survival and the source of profit. Their dissatisfaction gives enterprises the opportunity to communicate with customers in depth and establish customer loyalty. At the same time, all new product development and new service initiatives are a satisfaction to consumers' demands, and these potential demands are often manifested in customers' purchase intentions and consumption feelings. Merchants should find new demands through the analysis of customers' complaints, complaints, returns and other dissatisfied behaviors, and take this as the source to enhance the enterprise itself.

(1) Discontent includes business opportunities.

The owner of a shopping mall once overheard two customers complaining that the toilet paper roll was too big, which was very strange. He immediately asked the customer, isn't it good to have large volumes and large quantities? It turns out that the customer is a purchasing staff of a low-end hotel. Because of the low quality of hotel guests, toilet paper can be used for several days every day, which often disappears on the same day, resulting in an increase in hotel management costs. After learning the situation, the store owner immediately ordered a large number of small rolls of toilet paper from the paper mill and sent people to various low-end hotels to promote it, which was generally welcomed. Customers' dissatisfaction with products often contains huge business opportunities. Correct analysis of customer dissatisfaction can make it easier for businesses to seize business opportunities and improve their performance.

(2) Customer dissatisfaction is the source of innovation.

Innovative marketing is to find and solve the needs that customers have not raised, but will respond enthusiastically. Sony is an example of creative marketing, because it has successfully introduced the customer dissatisfaction innovation and consulting system, so many new products have appeared, such as walkman, video recorder, video camera, CD player and so on. With the support of this system, it is quickly introduced to the market. Sony is a company that leads customers in marketing and is a market-driven company. Akio Morita, the founder of Sony, announced that he was not serving the market, but creating it. In addition, Haier can wash sweet potato washing machines and Nokia sports phones, and the development of these new products is also closely related to customer dissatisfaction. It is the "unreasonable" requirements of customers that the washing machine can't wash sweet potatoes. Customers complain that mobile phones are inconvenient to carry during exercise, which promotes the birth of new products, and customer dissatisfaction has become the source of enterprise innovation.

(3) Customer dissatisfaction can make enterprise services more perfect.

Customers are becoming more and more difficult to serve. Reading newspapers should be delivered to the door, buying bagged rice should be delivered to the door, buying air conditioners should be properly installed, buying a catty of meat should be chopped into stuffing, and buying a computer should teach him to surf the Internet ... Failure to do one step will cause customers' dissatisfaction, but looking back, these unreasonable requirements have now become a magic weapon for businesses to compete for customers. Customers' dissatisfaction with merchant services and then seemingly unreasonable demands are often loopholes in merchant services, and its irrationality is only proof of the rigidity of our service concept. If enterprises want to improve their services, they must rely on customers' "unreasonable troubles" to break the "rational reality".

2. Change ideas and be kind to dissatisfied customers.

(1) Establish the idea of customer first, and realize that customers are the foundation for the survival and development of enterprises and the source of profits. Only by respecting and serving customers can enterprises develop steadily. When I was planning for an enterprise, I happened to see the slogan "The customer is the general manager" of an enterprise, so I asked strangely, "People say that the customer is God. Why did you become the general manager? " The business owner explained: "The customer is God, which seems too unreal. Only the' general manager' can give us food and money, which is far more practical and easier to understand than' God'. When employees regard customers as general managers, they will naturally try their best to meet the various needs of customers. "

(2) Recognizing that customer dissatisfaction is not a bad thing for enterprises, it gives enterprises an opportunity to seize customers and increase customer loyalty. Customers' understanding of the enterprise is carried out step by step. Customer dissatisfaction gives enterprises an opportunity to further communicate with customers. Dealing with customer dissatisfaction is more conducive to strengthening customer loyalty to the enterprise.

(3) Customer satisfaction refers to a person's sense of pleasure or disappointment after comparing the perceived effect of the product with his or her expectation. When customers' expectations are too high, but they are not satisfied in consumption, customer dissatisfaction arises. Therefore, when advertising or propaganda, enterprises should seek truth from facts and not blindly exaggerate. At the same time, the promise to customers must be fulfilled to avoid dissatisfaction caused by the failure of customer expectations. The air conditioner used by the author is a famous brand product. When buying an air conditioner, the manufacturer promised a three-year warranty and 24-hour door-to-door service, and everything was reassuring. It was very hot in August, and there was something wrong with the air conditioner. I called the manufacturer's after-sales service hotline, and the other party promised that the maintenance personnel would come to the door at noon 10: 00, and no one came until four o'clock in the afternoon. During the period, the author called five or six times, and the other party said "it's coming soon" every time, but it just didn't arrive. Finally, it's six o'clock in the afternoon. Although the other party answered the phone politely and the repairman's skill was good, I was deeply impressed by the unrealistic promise.

Second, foresee the "enemy" and gain insight into customer dissatisfaction.

When customers are dissatisfied with the products or services of enterprises, there are usually two forms of expression: one is explicit dissatisfaction, that is, customers directly express their dissatisfaction and tell the manufacturers; The second is hidden dissatisfaction, that is, customers don't talk, but they may never come to spend again, which invisibly makes us lose a customer, even a customer group. We often pay attention to dealing with explicit dissatisfaction, but ignore the prevention of implicit dissatisfaction. According to the survey, hidden dissatisfaction often accounts for 70% of customer dissatisfaction. Therefore, enterprises should pay more attention to this hidden dissatisfaction, which puts forward higher requirements for our terminal sales staff to observe and perceive customers' expressions, demeanor and behavior, and truly plan ahead. Many large supermarkets and shopping malls abroad pay more attention to this dissatisfaction. Once it is found that the queue at the checkout counter is too long and customers look around, talk to themselves and complain, they will respond immediately, increase the number of cashiers, guide customers, and virtually resolve customer dissatisfaction.

Third, listen to and appease customers' discontent.

When customers show dissatisfaction, enterprises should quickly understand customer dissatisfaction, which requires employees to learn the skills of listening, appeasing and calming customer anger.

1, learn to listen

(1) Listen to customers' opinions on products and services sincerely and attentively, and listen to customers' dissatisfaction and complaints. In the process of listening to customers' dissatisfaction, we should pay more attention to customers and make them feel that enterprises attach great importance to their opinions; At the same time, when necessary, the staff should also take notes and write down the key points of customers. Although these can't completely appease customers, they can calm their anger and prevent the situation from further expanding. When a domestic air conditioner manufacturer accepted a customer complaint, two receptionists talked about "football" when the customer stated something, which made the customer even more dissatisfied. They think that manufacturers are indifferent to consumers, and they exposed this matter in the media in a rage, making it impossible for manufacturers' products to enter the market again. The lesson of this case is that when listening to customer complaints, we must listen to customer complaints sincerely and intently.

(2) Confirm whether the facts you know are consistent with what the other party said, and consider the customer from the other party's position without prejudice. Everyone has everyone's values and aesthetics, which is probably very important to customers, but you don't care, so your opinion may be different from what the other party said when listening. At this time, you must consider the customer from the customer's point of view, and at the same time simply repeat what you have heard to ensure that you can grasp the customer's real thoughts.

(3) Don't be defensive when listening. Don't think that customers are picky and find fault with their eggs. Most customers' dissatisfaction is caused by our work mistakes. We can't argue with some customers even if they are unreasonable.

2, when listening to appease customers, calm customer anger.

(1) When customers start to state their dissatisfaction, they are always full of anger. Apologize constantly in the process of listening, and promise that things will be solved in the shortest time, so that customers will gradually calm down and their anger will subside.

(2) Control the situation and prevent complications and the situation from expanding. Many customers often deliberately exaggerate their dissatisfaction because of their bad motives, in order to "sympathize" and achieve their "goals." For example, if there is something wrong with the refrigerator in the customer's home, he will say on the statement how much electricity the refrigerator consumes, how unreasonable the design of the crisper and freezer is, how easily it stinks, how small the capacity is, and so on. At this time, we need our staff to accurately judge the "real" dissatisfaction of customers during the listening process, and deal with it in a targeted manner to prevent the situation from being complicated and enlarged.

Fourth, identify customer dissatisfaction.

Only by grasping the source of the disease can we prescribe the right medicine, and enterprises should quickly find out the real reasons for customer dissatisfaction when dealing with customer complaints, so as to be aware of it and have a clear goal in the process of handling it.

1, to distinguish between malicious discontent

With the fierce market competition, the means of competition among enterprises are more complicated. Undeniably, some manufacturers will use the weapon of customer dissatisfaction to attack their competitors. For example, the competition in Henan beer market is fierce, and this happened at 200 1. In a certain area, some people drink beer, beer bottles explode and consumers are injured. Originally, the explosion of beer bottles was a normal thing, but the incident expanded rapidly, and the involvement of the media made things more complicated, and the sales of beer plummeted. Afterwards, beer manufacturers discovered that everything was because there were competitors behind them. There are also some consumers who are dissatisfied with the idea of taking advantage of small things. They cheat enterprises by various means to get compensation from them. The above situation, because it will only bring great harm to the enterprise, so we can collectively call it malicious dissatisfaction.

Step 2 look for well-meaning dissatisfaction

When most consumers complain, they are really dissatisfied with the products or services of the enterprise. They think that the work of enterprises should be improved, and the starting point is not malicious. Dissatisfaction is entirely due to the mistakes of enterprises or poor communication between customers and enterprises. For example, the food in the hotel is not to the customer's taste, the product quality of the enterprise does not meet the customer's requirements, and the machine customers that the enterprise thinks the customer can operate do not meet the requirements. Customer dissatisfaction caused by these reasons can increase customer loyalty if enterprises deal with it seriously.

When dealing with customer dissatisfaction, enterprises should judge the difference between good and evil and deal with it according to the actual situation. In the face of malicious dissatisfaction, we should quickly understand the situation, control the situation, and take countermeasures to prevent complications; Dissatisfaction with goodwill should be appeased, gifts should be given, and better services should be provided to attract customers.

5. Properly handled, dissatisfaction turns into happiness.

If the customer's dissatisfaction is not handled properly, it may become bigger and even endanger the survival of the enterprise; Properly handled, customer dissatisfaction will turn into happiness, and customer loyalty will be further enhanced.

1, sincerely serve customers

At Disneyland in the United States, a woman lined up with her 5-year-old son to play the long-dreamed space shuttle. After waiting in line for 40 minutes, the mother and son were shocked when they got on the plane and were told that the child was too young to play this game. In fact, there are eye-catching signs at the beginning and middle of the team: children under 10 cannot participate in the space shuttle competition. Unfortunately, mother and son were too excited to see it. Who is to blame? Disappointed mother and son were about to leave when the Disney waiter asked the child's name in a friendly way. Soon, he came over with a beautifully printed card (with the child's name on it) and solemnly handed it to the child, saying that he was welcome to play this game when he was old, and there was no need to wait in line when he got the card-because there were already people waiting in line. Holding the card, the mother and son left happily.

Waiting in line for 40 minutes is to persuade them to leave. There is no doubt about the disappointment and dissatisfaction of customers, and Disney's approach is also commendable. A card not only calms customers' dissatisfaction, but also attracts a loyal customer for Disney. It seems that only by sincerely serving customers, thinking about what customers think and being anxious about what customers are anxious can we turn customer dissatisfaction into "happiness" and achieve a win-win situation for both enterprises and customers.

2. Customers are not always "right"

A customer found a hair in the dish when dining in the hotel, so he made a scene in the hotel. The lobby manager called all the chefs and waiters to take off their hats in front of the customers when the comfort was ineffective. Only when customers find that all chefs and waiters are bald, they have to leave with a red face. Faced with such customers, enterprises should be prepared for the battle, refute their bad provocations and avoid losses. Of course, when dealing with the "malicious dissatisfaction" of customers, we should be well-founded and not bully.

3. Choose the best time to deal with dissatisfaction.

When can we deal with customer dissatisfaction to get the best effect? Processing is too fast, customers are angry and it is difficult to communicate well; Too slow, the situation expands, resulting in the loss of customers. For example, although it was finally found out that the three incidents of drinking people were not three, due to the slow handling of the three incidents and improper use of strategies, the image of the three incidents was greatly damaged, which accelerated their own death. Therefore, the staff should choose the appropriate processing opportunity according to the specific situation of customers.

4, improvise, change "bad" to "good"

A customer bought a refrigerator in a shopping mall, but found that it could not be used after returning it, so he called the manager of the shopping mall angrily. On the phone, he just said that he had bought a refrigerator that could not be used, and the store manager was already crying with joy. "Congratulations, you won the grand prize of 10000 yuan in our store. We specially put a broken refrigerator in 2000 refrigerators. If a customer buys this refrigerator, he will get our 10,000 yuan prize. I am so lucky that you have met it! " When customers were overjoyed, the shopping mall also took the opportunity to publicize: our store stresses credibility and the ten thousand yuan prize will be cashed immediately. The quality of the goods can be guaranteed, except for 2000 refrigerators, which were put on purpose, the rest are all good. As a result, the business of the mall immediately became hot.

Did the broken refrigerator be put in the mall on purpose? No, it was all the manager's brainwave. "Winning the prize" is said before customers are dissatisfied, so that customers have no time to consider their dissatisfaction after the surprise, and the shopping mall also took the opportunity to do some publicity. Pre-emptive action can make enterprises firmly grasp the initiative and change "bad" into "good".

5. Provide more added value.

Miss Zhang bought shoes in a shopping mall. After careful selection, she finally chose a pair of shoes she liked. Who knows, when she got home, she found that the box was not full of the shoes she had chosen, so she returned to the mall very angrily. As soon as the store manager heard this, he immediately changed his shoes, apologized to Miss Zhang, and finally gave her a bottle of imported shoe polish. Finally, Miss Zhang "returned with a full load". When customers' dissatisfaction is caused by their own mistakes, enterprises should quickly solve customers' problems, provide more added value, and calm customers' dissatisfaction to the greatest extent.

Sixth, the treatment effect evaluation

Dealing with customer dissatisfaction is not a matter of "customers leaving". Enterprises should also make necessary evaluation on the actual treatment effect, so as to know whether the effect of each dissatisfaction treatment has reached the expected goal, deepened contact and communication with customers and improved customer loyalty.

1, strengthen the contact between enterprises and customers, and assign special personnel to communicate with customers. By giving small gifts and souvenirs to customers and providing follow-up services for enterprise products, we can maintain the relationship with customers. The high popularity of Haier brand mainly depends on its good service and communication with customers. A friend of mine told me one thing: last year 10, his Haier washing machine broke down. After calling to complain, Haier quickly sent after-sales service personnel to repair the washing machine. One day, one month and one quarter later, Haier made several return visits to investigate his opinions on Haier's services and products. The friend sighed with emotion: "How can a company that is responsible for customers not win the loyalty of customers?"

2, in the process of communication with customers, to evaluate the effect of enterprises to deal with dissatisfaction, so that enterprises can understand the gains and losses of treatment, evaluation should be carried out from the following aspects:

(1) Are customers satisfied with the efficiency of the enterprise in handling dissatisfaction?

(2) Whether the handling method satisfies customers.

(3) Whether the treatment results meet the requirements of customers.

(4) Do customers have other requirements?

(5) Whether the customer's dissatisfaction has been improved, etc.

Through the analysis and evaluation of these problems, enterprises can fully understand the customer's satisfaction with the treatment effect, so as to improve it in future work, and impress customers' hearts and cultivate customers' loyalty through the sincerity shown by staff in their work.

Seven, "dissatisfaction" crisis public relations

Ignoring customers' dissatisfaction, a little carelessness will bring a heavy blow to enterprises. Establishing the public relations consciousness of "dissatisfaction" is helpful for enterprises to make timely preparations and adopt effective strategies to resolve customer dissatisfaction.

1, establish the consciousness of "dissatisfaction with crisis public relations" of all staff.

Only by establishing the consciousness of "public relations of dissatisfaction crisis" of all employees and recognizing the harm that improper handling of dissatisfaction may cause to enterprises, employees of enterprises will not ignore customers' complaints or shirk each other, but deal with customers' dissatisfaction with a positive attitude until customers are satisfied.

2. Conduct satisfaction surveys on a regular basis.

Enterprises regularly organize customer satisfaction surveys. Through investigation, we can know the degree of customer satisfaction with the products or services of the enterprise, understand which aspects have great influence on customer satisfaction, what shortcomings exist in the enterprise and how to improve them, so as to formulate countermeasures to nip customer dissatisfaction in the bud.

3. Set up a special customer complaint department.

According to the survey, 95% dissatisfied customers don't complain, all they do is stop buying. Therefore, in order to facilitate customer complaints, enterprises should set up special customer complaint departments and set up convenient complaint methods to try their best to solve customer dissatisfaction within the enterprise. In this regard, we can arrange a suggestion form, a free complaint telephone number and an e-mail address. In addition, a dedicated customer complaint team can also make customer complaints more convenient, and at the same time avoid the phenomenon that employees shirk their responsibilities when customers complain. 3M Company has set up a special department to deal with customer complaints, thus quickly transforming customer dissatisfaction. 3M proudly claims that two-thirds of its product improvements come from customers' suggestions.

Finally, although a customer-centered enterprise pursues creating customer satisfaction, it does not necessarily pursue the maximization of customer satisfaction. If enterprises blindly reduce prices or increase services to improve customer satisfaction, then this may reduce profits. Therefore, enterprises should also follow the idea that within a certain limit of total resources, enterprises must try their best to achieve a high level of customer satisfaction while ensuring a satisfactory level acceptable to other stakeholders (employees, distributors, suppliers, shareholders, etc.). ).