Have you ever had a bad customer service experience that was exacerbated by the organization’s response to the problem? Probably. It certainly happens to me often. When I don’t “get my way” as a customer, I’m frustrated. But if that frustration is met with an unfeeling, robot-like response, I’m livid.
Consider this scenario:
A customer orders an item that is supposed to be delivered in seven to 10 business days. In 10 days she has an event where she plans to wear the item. Unfortunately, it doesn’t arrive in time; it shows up on the 11th day. She returns it, and the company refunds her, less the shipping cost. The customer is frustrated because she feels the shipping fee should have been refunded as well, since the item was late, and that was the cause of the return. But when she contacts the company to explain the situation, she receives a response like one of these:
Dear Customer X,
We apologize for the inconvenience. Unfortunately, our return policy does not refund shipping. Thank you for understanding.
Have a nice day,
Employee Z
Or
Dear Customer X,
We apologize for the inconvenience. Your account has been credited $7.00 to cover shipping.
We appreciate your business,
Employee Z
A customer who received the first email is going to be furious, partially because she didn’t get what she wanted, but also because the response is so nonspecific and unfeeling it could have been automated. And while a customer who received the second message might not be as angry, she probably doesn’t feel support or empathy from the company. It’s unlikely that she’ll complain further, but she might take her business elsewhere in the future, even though her request was granted. Consider these alternative responses:
Dear Customer X,
I am very sorry that your order didn’t come in time for your event! I can imagine the frustration that must have caused you. If there was any way for me to refund your shipping cost I would, but unfortunately our return policy cannot cover standard shipping, as that arrival time is estimated, not guaranteed. Once we send out a shipment through standard mail, there’s really no way for us to control its arrival. However, I don’t want you to be frustrated, so I’d like to offer you this 20% off code for your next order: Save_20.
Again, I’m very sorry,
Employee Z
Or
Dear Customer X,
I am very sorry that your order didn’t come in time for your event! I can imagine the frustration that must have caused you. Of course I will refund your shipping fee. I also want to assure you that it is very, very rare for our shipments to arrive after the estimated arrival window, so I hope you’ll feel confident to shop with us again.
Please let me know if I can be of any more help,
Employee Z
A customer who received the third email might still be frustrated, but not nearly to the extent she would be if she received the first example. Being spoken to like a real human being makes a big difference. And a customer who received the final email would be appeased on two levels: for receiving the refund and for getting what appears to be a sincere, heartfelt apology.
I understand that no organization can always give the customer what he or she wants, but every organization can respond to disappointed customers with respect and empathy.
We’d love to hear your tips for responding to customer complaints. Please share them in the Comments section.
