Lisa: The Dissatisfied Spa-goer
Lisa is getting a massage. She comes out, pays and leaves. An hour later you
get a phone call from a very upset Lisa. She wants her money back.
The Solution
Ask open-ended questions. You need to understand precisely what
Lisa’s problem is. Why isn’t he satisfied? If you start arguing with her, become
defensive or immediately pledge to return her money, you will never determine
what the problem is. Say something like “We are really sorry
you didn’t have a good experience. Where did we fall short?”
According to the White
If you ask the right question in the right way, she will answer
House Office of Consumer
and give you feedback. However, if you use short questions
Affairs, a dissatisfied consumer will tell between
like, “What’s the problem?” or “What’s wrong?” Joan may
become defensive or more upset.
nine to 15 people about their experience.
FASTFACT
Empathize. Because you asked good questions, Joan tells
you her therapist was unpleasant. She’s had dozens of massages, she says, and this one is simply the worst she’s ever
experienced. Now that you know what or where her problem
stems from, you can empathize.
Customers who get their negative issues resolved
tell four to six people about their positive experience. This highlights the importance of resolving
a consumer concern immediately and effectively.
What Not To Say to Lisa
Much like Mark, Lisa should NOT be argued with or justified
to. Do not defend Lisa’s therapist, or blame Lisa for the
problem. Resist the overwhelming urge to defend your spa
and your team. Instead, apologize and say “You are very
important to us, and we want you to be satisfied. What can
we do to make this right?” Or better yet, don’t just ask, but
offer an incentive, perhaps a free foot massage or a discount
in her next treatment, to make things right. By doing so,
you might just turn Lisa into a regular client who will gladly
“preach” your business to her circle of friends and family.
Conclusion
When you’re dealing with Mark’s, Joan’s and Lisa’s, remember
your goal: To keep their business. Your goal is not to be
correct. This is not a debate. You want them back in your spa.
And remember: Handling a negative situation well and
making an upset customer feel important will build loyalty
faster than almost anything else. ■
44 PULSE
■
October 2011
KIP KINT is the director of training and development at ContactPoint. Founded in
2001, ContactPoint is a sales and customer service optimitics
company. Their patented technology records and scores customer phone calls so businesses hear what their customer
hears. ContactPoint provides revolutionary training to teach
businesses how to optimize calls, double sales and “wow” customers. For more information, visit contactpoint.com or call
1.866.468.0900.
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