Keeping customers happy can pay rich dividends

In a court of law, when there is a problem between two parties, both have an opportunity to present their side of the story. When dealing with customers in the business world, this is usually not the case. Although your offended customer may relate his or her experience to many potential customers, you will never have the chance to offer your counter-arguments, so I suggest a different tactic.

Whenever a customer perceives a problem, your main goal should be to fix the problem to the customer's satisfaction rather than your own. If you ignore a customer's complaint, the initial result is usually the loss of that customer. Then your disgruntled ex-patron may share an embellished version of the incident with friends and family, resulting in the loss of scores of future would-be customers. Bad news about a business (whether true or not) always travels fast.

When you have an upset customer, change your perspective. Try viewing this unfortunate event as an opportunity to secure that patron's long-term loyalty. Accomplish this not just by satisfying them; instead, amaze them by exceeding their expectations with your response.

Recently, my wife found a specialty coffeemaker on sale in Chef's Catalog. She had been looking for this coffeemaker, and because the promotional offer included free shipping, she called and placed the order. The unit was available in black or white, and she specified black. Ten days later, a UPS truck pulled up and delivered her new coffeemaker. She opened the box only to discover a white coffeemaker had been sent.

Disappointed, she called Chef's Catalog, and its customer service representative apologized, assuring her a replacement black coffeemaker would be sent immediately. He also arranged for UPS to pick up the incorrect unit at our home.

My wife was satisfied, until the replacement coffeemaker arrived a week later via UPS. She opened the box and found another white one, even though the packing slip clearly specified black. Again, she called Chef's Catalog. She mused with the customer service agent as to why this problem kept reoccurring. Although the stock number and color were specified correctly on the order, the box had a color picture of the white coffeemaker on one side and the black coffeemaker on the other. The customer service agent again apologized and arranged for another UPS pickup at our home. He assured my wife he would personally send someone to the warehouse to rectify this problem and ship the correct coffeemaker.

She sadly expected to wait another week to see her new appliance. She was wrong. Early the next morning a Federal Express truck pulled into our driveway and delivered the black coffeemaker. My wife was ecstatic.

Although any profit on that sale was eaten up by the cost of two UPS shipments followed by a third shipment via FED-X overnight priority, Chef's Catalog personnel had exceeded my wife's expectations. As a result, they now have a dedicated, long-term customer. Whenever you are confronted with a "lemon" of a situation, make lemonade. Create it in a manner that exceeds your upset customer's expectations, and you will reap the annuity of a loyal customer for years to come.

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