- No surprises! As we said yesterday, let the customer know about the problem as soon as possible. Hearing about it from you will show them that you are not trying to hide from the problem and that you have their best interest in mind. If they hear it from someone else they may feel embarrassed and betrayed.
- Apologize! Whether the problem is you fault or not, make a personal apology to the customer.
- Customers don't want explanations they just want if fixed! Don't waste time trying to explain what happened to the customer. Frankly they don't care and your explanation may come off sounding like an excuse.
- I'll make it right! Tell the customer exactly what actions you are going to take to correct the problem. The sooner you do this, the sooner you will have this problem behind you. An unresolved problem is like a festering wound, it will poison your relationship with the client.
- Go above and beyond! Give the customer some added value when doing a "make good" ad. This shows them that you value the relationship. If you give them free color of additional coverage, the customer may see a better response and purchase these items in the future.
- Take steps to see the problem doesn't occur in the future. Look at what you can learn from the incident. Can you system be improved? Do you need to add another quality check?
A prompt response to a problem can actually serve to strengthen a customer relationship. Problems give you a chance to demonstrate your concern to the customer. It is far better to have the customer saying, "My ad was wrong, but they took responsibility for the error and made it right for me." rather than "Those BLANKETY BLANK IDIOTS screwed up my ad."
Keep Smiling, Keep Selling
Thanks
Jim Busch
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