Transforming Tough Customers into Loyal Customers

I have always been fan of the movies in which the villain’s heart changes post-interval. It is amazing to see the characters of Pran and Amjad Khan transforming to very good human being. 

In our business it is very common to meet the customers who seem to be tough or unreasonable. Such customers are very important to our business. These situations are often referred to as the critical moments and if addressed well, can eventually lead to more business.

Being in customers’ shoes

We need to address these circumstances with patience and understand the customer(s) thoroughly:

• The complete background
• What customer has gone through
• Why customer feels we haven’t done our job
• What we would have expected, had we been in customers’ situation

Addressing the issue(s)

Here are the things that need to be done immediately:

• Apologize to the customer for the inconvenience caused
• Accept the fact that we did the mistake (if we really did)
• Explain the reasons of current situation in the language understood by the customer
• Describe the limitations at our end
  • the dependencies upon 3^rd parties
  •  the things that are beyond our control
  • something not being part of the original scope
    • explaining that this can be taken up as a new project
    • Tell what we are doing to resolve the situation
      • immediate workaround
      • long term solution
      • Communicate the expected timelines

 Customer Commitment

Adhering to the commitments made to the customers and exceeding the expectations consistently are the keys to customer transformation. Customers are very particular about the promises made to them and form their expectations based upon that.

Synergy within internal teams

Having alignment within internal teams is extremely important. It is all about the oneness. Preparing the strategy together and acting in synergy make the real difference.

• Intense internal strategy helps protect organizational interests while keeping customer commitments
• Defining the roles, responsibilities and timelines

 

Clarity of scope with the customer

It is essential to have clear definition of scope and agreement with the customer in order to provide superior service. We need to have very clear understanding of each and every component and the expected timelines.

Keeping the stakeholders informed

No customer likes surprises. Customers expect to be informed of the status and progress on regular basis. These interactions are also an opportunity to seek feedback from the customers and conveying them about the initiatives that are being taken to improve the customer experience

 Spirit of Partnership with the customer

Win-Win is the time tested principle. Our business goal should revolve around making the customer successful. Demonstrating the true spirit of customer partnership in approach and in action takes us long way. Our solution and services should be designed to take them further in the value chain.

 Transformation of Customer

Sincerely following the above described steps creates the magic touch. The customer becomes keen to have a look back and do the introspection in perspective. The success story triggers other wins. The transformation lays new foundations of the trust. Consistently keeping the spirit and being driven by this unique culture of customer delight transforms the “perceived” tough customer(s) to loyal customer(s).