Customers may be unhappy for a number of reasons: the product did not meet their expectations, they did not experience the desired results, they were dissatisfied with the color or texture; they may regret an impulsive purchase and would like to have a refund, or because buying often involves the emotions the initial enthusiasm for the product has waned.
Regardless of the reason for the dissatisfaction, how you respond to the complaint makes the difference between customer retention and customer abandonment. Successful entrepreneurs and small business owners recognize that tact and discernment are necessary to cultivating and maintaining good customer relationships. Your goal should be to keep your customers happy to the extent possible. Not only is this the wise course from a business perspective, but is also the best course from a relationship point of view. While there are some persons who will rarely be satisfied, your main concern should be to do your part to retain your customer.
It has been said that when someone is happy with your products or service they will tell three people, but when they are dissatisfied they share this with 3,000. Which would you prefer? Responding promptly and offering to correct the situation is the most effective route to take in
addressing dissatisfaction and increase customer retention. Make it seem to the customer that this was the easiest thing to correct and, in
fact, you appreciate that they brought it to your attention. Follow-up with a card of appreciation for their continued business.
People want to be made to feel important and if you can genuinely keep them feeling that way, they will leave your space feeling that you really appreciate them and they would rather do business with you than anyone else who may provide similar products and services.