There are many guides on how to deal with complaints from dissatisfied customers. Business psychology provides a simple but successful solution. Give customers back the feeling of control!
Customers always complain when they have paid for products or services that did not meet their expectations. There is no difference between retail and After-sales services. The feeling of loss of control arises from the fact that by paying the price you become involved in an interaction with the provider and this results in a relationship of dependency. This is a factor that should not be underestimated in the Customer communication.
Dissatisfied customers must be included in the interaction
When the customer orders a system, he can do little to ensure that this system does not fail the very next day. However, his money is invested and he is at least partly dependent on the goodwill of the contractual partner. This creates the feeling that he no longer has any control over the interaction. This is the core of the problem that you need to address when dealing with dissatisfied customers.
Customers appreciate it when companies negotiate openly with them about compensation options in the event of damage. We have already discussed this in another article on the Dealing with complaints set out.
Optimum distribution of control means that negotiations are perceived as fair
The specialist literature has long identified the control factor as decisive for the perception of the work of a customer service department. This insight offers the opportunity to generate real added value from negotiations with dissatisfied customers.
Empower dissatisfied customers to create added value!
By empowering customers through compensation negotiations, you can reverse the perceived loss of control. The positive feelings that result from satisfying the need for control are subsequently transferred to your company or service department and promote a positive perception of an organization.
The 3 different control areas for customers
In order to take the above findings into account, the various areas in which customers may perceive a loss of control should be known. In order to achieve a good result, all three levels should be covered in negotiations. In retail, of course, it is not necessary to be as meticulous as in after-sales, where the damage can quickly amount to thousands of euros. Nevertheless, it helps to be aware of these dimensions in this area too.
1. process control
Every decision is preceded by a process. You can also involve the customer in this process. They will be more willing to accept arbitration if you do not confront them with a fait accompli. Of course, you can still work towards your preferred solution.
However, the customer should have the feeling of being actively involved in resolving the dispute. They should be given the opportunity to present their view of the problem at an early stage. This is where companies can prove that they take their contractual partners seriously and try to understand them.
2. decision control
Of course, there is no point in involving the customer in decision-making processes but then not allowing them to influence the outcome of these processes. Once the reason for the customer's dissatisfaction has been sufficiently discussed, two questions need to be answered: Firstly, whether the customer should be compensated and secondly, what form this compensation will take. The customer will of course always answer the first question in the affirmative.
If you are of the opinion that you have nothing to reproach yourself for and no compensation is necessary, the customer will of course not be pleased. This step should be sufficiently justified. In the event of compensation, you will achieve far more in terms of customer satisfaction if you offer the customer various compensation options.
3. information control
The aspect of information control refers to the customer's perception of the extent to which the provision of information by the company is guaranteed during the compensation process. Provide open information about why damage has occurred and why it may not be possible to solve the problem so easily. This will make your further actions in the matter comprehensible to the customer.
In this way, you signal to him that you want to settle the matter in a fair manner. Explanations that cite external factors for the occurrence of errors are naturally better suited to increasing customer acceptance. The situation here is similar to the Acceptance of surcharges and surcharges in service.
Even if mistakes have been made! It's difficult to take people for fools. However, it is easier to draw attention to something else. In the case of compensation negotiations, not on the problem, but on your efforts to solve it.
The relationship between the control areas
The three types of customer involvement mentioned above all increase the acceptance of the rectification work carried out and have a demonstrably high impact on the perceived fairness of your customer service. This helps to increase the repurchase rate.
Interestingly, the decision control factor has the least influence. Information control is the most important aspect in the model described. Process control, on the other hand, lies between these two factors. As a rule, all three areas of control should be taken into account wherever possible. However, if you need to concentrate on one point, you should consider this gradation.
Give customers the feeling that they can exert an influence on your behavior. The dimensions mentioned will show you where levers can be applied. This will have a positive impact on the perception of your service department and ensure greater customer satisfaction.
