Receiving Client Complaints

A client with an unexpressed complaint is not going to give you referrals and is probably a candidate to move his or her business somewhere else—sooner or later.

BY BILL CATES, CSP, CPAE

While I assume you work hard to create a working environment based on excellent customer service, you or your staff may occasionally do something that disappoints or upsets a client. You're only human. It's what you do next that counts. Here are some tips to help you ensure you're working through client complaints in the most constructive possible way.

Encourage Complaints!

Now, you might think I'm nuts, but I believe that you should do everything you can to encourage your clients to complain! The problem is that a client with an unexpressed complaint is possibly going to harbor hidden resentment. That client is not going to give you referrals and indeed is probably thinking about moving his or her business somewhere else—sooner or later.

To combat that, create a business environment that fosters candid communication. One way to do that is by "just asking." Say something like, "Let's put the market aside for a minute and talk about something we can control—like our communication. Is there anything not working for you in this area?" Most of the time, you'll hear good things. Every now and then you'll uncover a complaint that needs to be addressed.

Receive Complaints Properly

How you receive those complaints can go a long way toward determining your client's satisfaction with your resolution of the problem. Use these tips:

Apologize. Keep in mind that apologizing is not admitting fault. An apology is actually an expression of empathy that can quickly diffuse negative feelings.
Honor the client's perspective.Your client's perspective may be way off base, but that doesn't matter at first. Treat your client with honor.
Don't get defensive. Most people want to protect themselves when someone complains. Resist this at all costs. Demonstrate you are there for your client through leading statements such as, "tell me more."
Don't make excuses.You may win a battle with a client, but if you do, you'll probably lose the war.
Fully understand the complaint.Repeat back what you think you heard until you reach a consensus.
Tell them what you're going to do next. While some complaints have no resolution and your client just needs to be heard, if the complaint requires a resolution, set forth a precise plan for making that happen.
Follow up. In the previous step, you made a commitment. Now honor it. If you can't, make sure your client knows why and that you're still working on it.
Say thank you.You want your client to know that you desire communication that is as candid as possible.
Resolve the issue quickly. The quicker the resolution, the less effect it will have on the overall relationship.
Follow through and follow up until the problem has been resolved and all residual emotions have been cleaned up.

Any relationship that's gone through a problem stretch is the stronger for it. So you can stop a small problem from becoming a bigger one, get good at encouraging candid communication from your clients. And when they do complain, learn to be "comfortable" with the complaint. They'll notice the difference and appreciate it!

Bill Cates, the author of Get More Referrals Now! and Beyond Referrals, is the founder of the Referral Coach Academy. To learn more about Bill's self-study video system, books, CDs, coaching program, training camps and seminars go towww.ReferralCoach.com or email him at BillCates@ReferralCoach.com.

National Association of Insurance and Financial Advisors Service Corporation
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