Business Means Sometimes Having To Say You’re Sorry!

I’ve said before that the best word in advertising is "FREE." If that’s true, then the easiest word in customer service should be "sorry."

In business, as in life, perception is everything. If your customer perceives you made a mistake, whether or not you actually did is not the point. The issue is that your customer thinks you wronged him.

I want you to begin a new habit. Starting today. No, starting right now.

When one of your customers has a complaint, make sure the first words out of your mouth to her are "I’m sorry."

I know you’ll be tempted to get defensive. I know you’ll feel the need to explain.

Don’t.

Just say, "I’m sorry." Then, ask what you can do to rectify the situation.

I’ve witnessed many examples of bad customer service. And I’m constantly amazed by how many of these cases could have been resolved with those two magic words.

Often a problem occurs when a customer complains about an employee. The owner or manager feels he must defend his employee against the big, bad customer.

Now, I’m not saying you should berate your employee in front of the customer and fire him on the spot. But it must APPEAR, whatever the outcome, that you are on the customer’s side. Remember: perception is everything.

From now on, look upon every complaint as an opportunity. First, to improve. But more importantly, to turn an unsatisfied customer into a satisfied customer into an ecstatic customer.

A properly handled complaint can really turn things around. Don’t be too surprised when yesterday’s complainer becomes tomorrow’s biggest client.

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