Some of the best advice Ive ever received is that when a client complains it gives you the best opportunity to make a vastly more loyal client. This was a hard concept for me to initially get my head around because the first step was for me to stop dreading complaints. I had to change my mindset so that if a complaint came in, I was excited by the challenge of creating a more loyal client rather than just disappointed that someone was unhappy.
You see, when a client is satisfied they wont give you negative feedback, they wont make complaints, but they also wont be so inspired by you that theyll be out there doing your marketing for you by talking you up to everyone they meet.
On the other hand if a client complains youve got a dissatisfied client right? Now if you can just get your head around starting to think to yourself Great! every time you get a dissatisfied client youll be on the right track. Now Im not advocating making more dissatisfied clients! But in any business there are going to be some people who arent happy. Thats any business from your local store to Microsoft would you agree?
Now if you handle a complaint in such a way that you completely knock their socks off and theyre blown away with the attention youve given to resolving that complaint you have the opportunity to create something far more valuable than a satisfied client. You have the opportunity to create a mobile marketing machine for you and your company. You have the opportunity to create someone who is such a committed client of yours that they love you but not only that they feel the need to tell others just how great you are.
In my new audio program Interaction Enhancement we talk about the fact that by enhancing every interaction you have with a client yes even a complaint you have the opportunity to create an advocate who is a Strategic Weapon of Mass Persuasion. By that I mean that if you can impact on that one client enough theyll go out there and persuade others for you! Word of mouth marketing is so powerful and free. Could you ask for more?
Beware! Word of mouth marketing is so successful that in your local supermarket marketers have picked up on this tactic and the stranger shopping beside you remarking on just how clean her dishes get with this detergent could be a plant by the marketing department of that company! If its good enough for some companies to pay actors to go out and do it why not try and get more of it in your line of work for free when a client comes to you with a complaint? I challenge you the next time you get a complaint to give yourself an imaginary high 5. Here is someone saying to you: I care enough to tell you Im not happy and I care enough to give you an opportunity to fix this problem. Theyre screaming at you to make them into a more loyal client. The alternative is the client who doesnt give you the opportunity and immediately starts working as a Strategic Weapon of Mass Persuasion to the public in a negative way! I certainly know which Id prefer.