HOW TO EFFECTIVELY DEAL WITH THE PRIMARY CAUSES OF CUSTOMER ATTRITION
Angry customers can be unnerving, and unfortunately are a common part of every business. Sometimes their anger is justified; sometimes it’s not. Either way, in working to resolve their anger, it helps to know what caused it. The easiest way to handle upset customers is to not make them angry in the first place and to keep them from ever getting that way.
To better understand why customers get angry in the first place, it’s probably helpful to put yourself in the place of the customer. You are, after all, a customer too. What makes you angry or upset? Chances are, the same things that press your customers’ hot buttons too. By focusing on these issues you can reduce the stress and headache that comes with unhappy and angry customers.
Although there are many different reasons why customers may become upset, they generally have one thing in common: the perceived value of your product or service was less than the customer expected.
Here are seven common shortcomings for you to watch to make sure you’re doing everything you can to keep your customers from going through the roof.
- LACK OF RESPECT. Respect should be the cornerstone of customer service. It should be the one concept that is emphasized throughout the dealership from upper level management all the way to frontline employees. In fact, frontline employees who are treated with respect by their companies are far more likely to treat their customers with the same respect as well.
- RUDENESS. There is nothing that can anger a customer more quickly than rudeness. Many times the customer perceives rather than actually receives rude treatment. Again, perception is a reality in the customer business. Many times the act of discourtesy was unintentional — you may not have thought about your statement before your blurted it out. Everyone has a right to express their emotions. Telling them they have no right to be angry will make them even angrier.
- EXPECTATIONS NOT MET. If you promised customers you would get back to them and you didn’t, such as an update on a new car delivery period or car repair status, then they may become upset. For example, you promised you would install a hood deflector and body side mouldings as part of the sales contract and the customer found them missing at delivery time. As a result the customer is now angry. With good reason, most of us become upset when people promise action and don’t follow through.
- MISUNDERSTANDINGS. Make sure customers understand your product or service before using it. Maintain effective communication at every level of the transaction process. Go over any dealership internal procedures, such as terms and conditions about new or used car sales contracts, repair orders and over the counter parts sales warranties and return policies. That way you’ll have fewer customers who are angry because of a misunderstanding due to poor communication.
- INATTENTION. If your customers feel as though they are being ignored, they will resort to behaviour that will get their attention. They want to be listened to. They don’t want to have to repeat themselves.
- QUESTIONING OF INTEGRITY OR HONESTY. Treat customers with respect and dignity. If there is a problem, assume your dealership has made the mistake until proven otherwise. Instead of, “you didn’t pay us,” say, “we don’t have a record of receiving your payment. Work to eliminate body language, voice tone, or facial expressions that convey distrust. Avoid projecting an ‘us versus them’ attitude about customers. Never call a customer a deadbeat, liar, cheat, thief, etc. Never threaten a customer.
- ARGUING WITH YOUR CUSTOMERS. As Dale Carnegie said, “the only way to get the best of an argument is to avoid it.” This is especially true with customers. If you argue with a customer you always lose — even if you win the argument. It’s not good for the other customers to witness an argument. They won’t like seeing you treat a customer poorly, whether or not the customer was in the wrong.
“Anger is a toxic emotion that will have negative consequences on your dealership reputation. You must recognize the source of anger and move to fix it, or risk losing business.” said Rebecca Morgan, author of Calming Upset Customers. As an added incentive, social media serves as an amplifier. An angry customer can make many more angry at your dealership. By the same token, satisfied customers can share their approval on social media, enhancing your reputation.
Customer satisfaction is essential to your dealership’s survival. Instil the value of it with your staff, recognize their commendable behaviour, and with the right attitude and techniques, many of these customers can be turned into satisfied customers. It’s not always easy, but it is definitely worth it.
