They come in all shapes and sizes — but you need to treat them all like royalty
In this regular feature, a customer service specialist will teach you how to masterfully handle difficult customer disputes that arise in your dealership. In this installment, he tackles the good, bad and ugly customers.
Since I started writing this column, I’ve had lots of positive feedback from readers. Thank you for that!
The most common question I get asked is: “How do you keep calm and cool while dealing with the red hot-tempered and difficult customers?
It’s not that easy. It is a big challenge and takes courage to handle these types of customers. What I truly believe, however, is that: “Only with a cold iron (you) can mould a hot iron (customer) into your desired shape with tender care.”
If you are both hot tempered, nothing will be achieved. You must believe in yourself that: “Yes, I can do it” by embracing pride and passion in your profession to satisfy customers.
Another important point is to remember that when you encounter an angry customer, try to speak simply and sweetly with a smile to bring him or her down a degree to lower their temperature and temper.
Also, and this is a key point, take it seriously — but not personally.
In dealing with a disappointed customer, sometimes they will blame you for the problem and although you don’t have to accept the blame, you will have to feel the brunt of their anger. But your goal is problem-solving, not confrontation. If you deal helpfully with disappointed customers, chances are they won’t become disruptive customers.
DIFFICULT CUSTOMERS EXIST
It is easy to work with the customer you like, and it is even much easier to work with the customer who likes you. But that’s not always the case. Sooner or later, you’ll have to deal with a difficult customer.
Everyone loves to get praised and appreciation in their daily life and no one likes to face criticism or condemning behaviour of another person — it’s just human nature.
You will face a situation when a customer raises their voice, and points their finger at you saying: “You did this,” or “Shut up and listen to me.” When I see such a situation, I can’t stop a customer, but I control my emotions by listening with patience.
When a customer has a complaint, you must have a tool in place to uncover the problem-resolution process and get ready to resolve it. If both of these requirements are met, you can begin to view customer dissatisfaction as an opportunity rather than a problem.
For example, if you have ongoing problems with delivery delay issues, or if many complaints cite poor communication of vehicle status during the repair process, perhaps it’s time to revisit shop control systems and call a meeting to address these issues with your customer satisfaction team.
THE GOOD, THE BAD AND THE UGLY
Unfortunately, customers comes in wide varieties, you can’t predict or pick and choose your customers, you have to deal with all types of customers, regardless of whether they are good, bad or ugly.
But if you study them closely, you will find all of these types are equally important for you and your dealership’s business success. After all, these customers are the helping hands to fulfill your livelihood needs by endorsing your paycheque. You will surely miss them when your paycheque starts shrinking on your pay day.
Let’s start first with the good ones. These are the most satisfied and preferred loyal customers with high current and potential value as they have bought and serviced their vehicle regularly at your dealership. These are your valued customers and walking billboards to gain new business. Maintain their loyalty forever.
Secondly, there are the bad ones with very low current or no potential value. The vast majority of these types of upset customers won’t complain to you. Most of them will simply avoid a confrontation, go away sad, mad and scared, and take their business with them.
These customers can hurt your business very seriously for two reasons: firstly, they don’t express concerns or comments to improve your operations. Secondly, lack of their feedback can kill your business, because you do not know what’s on their mind, and these customer quietly walk out and never come back. But they can spread negative words and harm your business by simply going elsewhere. These are very dangerous customers, watch them carefully while dealing with them.
The third type is the ugly ones. These are complainers with low current and potential value, but much better than the bad customers, due to the fact that at least they express their concerns in person to improve your operations.
You should encourage every customer to send you feedback, negative or positive comments for training, coaching and your quality assurance programs. These types of customers (once satisfied) become loyal and lifetime customers.
UNDERSTANDING CUSTOMERS
Your customer is the vital fuel and driving force of your dealership business. Only satisfied and loyal customers can shift your dealership into overdrive or high gear (revenue). On the other hand, dissatisfied customers can shift you into reverse (loss) or push you down into a ditch. It’s all up to you how to navigate your customers towards your desired direction.
“There is only one boss. The customer! And he can fire everybody in the company from the Chairman on down, simply by spending his money elsewhere.” — Sam Walton, founder of Wal-Mart.
We have to realize that the customer is the only source and factor in our dealership’s business success that relates directly to revenue and profit. Everything else represents nothing more than overhead.
In today’s competitive market, you must build the value in order to win the customer, not write off those who haven’t fallen into your lap. Remember, that only “excellence” in customer service creates “apostles” and the “apostles” bring long-term “customer loyalty. Be loyal to your customers, the good, bad and ugly ones, and reap royal success.
