The Hindu Business Line : A remedy called SERVICE

What should you do when things go wrong and customers are complaining? First, realise that those who complain are not troublemakers and the difficult customers.

"Research shows that complaining customers are overwhelmingly loyal and sincere. They are complaining to you because they care about your business and about the service they receive," writes Ron Kaufman in Up Your Service from EastWest Books. "They intend doing business with you again in the future, and they want you to set things right."

When things go wrong, use SERVICE, advises Kaufman. The acronym stands for the following:

Say you're sorry because "there's nothing like a sincere apology, delivered right away, to let people know you care."

Expedite solutions; fix the problem fast, without calculating the cost of repairing the damage, because "costs will be forgotten, benefits last forever."

Respond to the customer, since "real people are involved, not just products, dates and orders."

Victory to the customer, meaning, giving more than they expect; for example, "refunds, discounts, special assistance, extra services." Do these quickly; for, "no loyalty is gained from a gesture that takes months to negotiate or approve."

Implement improvements, such as changes in "processes, systems, and training to avoid the problem next time."

Communicate results, so that everyone learns from what happened.

Extend the outcome, by staying in touch "until the customers come back and their loyalty is assured."