5 Steps to Managing Subscriber Complaints

A complaint is a gift. It’s an opportunity to transform an upset customer into an evangelist. It allows you to prove you’re worth doing business with.

Nobody and no company is perfect, so when there is a problem, complaint or confrontation, how you manage it can restore your subscriber’s confidence in you and your company. So, let’s start with the five steps to turning a subscriber’s Moment of Misery™ into a Moment of Magic®.

Acknowledge the Subscriber’s Complaint – This could be as simple as saying, “I understand why you feel that way. I would feel the same way if that happened to me.” You’re showing you are listening and empathizing.
Apologize – This is simple and goes along with acknowledging the complaint. Just say, “I’m sorry that happened.” By the way, you can apologize first and acknowledge second. It doesn’t matter as long as these two steps come before the next step.
Fix the Problem – If you can’t resolve the issue on the spot, at least discuss what will be done. Perhaps there is an outage in the subscriber’s area. Explain what is going to happen and when they can expect their service to be restored. There may also be some follow-up involved. You may promise to get back to the subscriber by tomorrow morning. Be sure to follow up as promised.
Own the Problem – This is a powerful one. The issue may not be your fault, but it is your opportunity to take ownership and solve it to the subscriber’s satisfaction. So consider saying something like, “I’m glad you called. My name is _____, and I’m here to take care of you.” This comment can be used in combination with Step Three (fixing the problem). Another ownership phrase that lets the subscriber know you’re working with them is, “Let’s work through this together.” This promotes confidence and helps the customer feel like they are connected to someone on the inside of the organization.
Act with Urgency – The faster you fix the problem or complaint, the higher level of confidence your subscriber will have in you and your company. Create a sense of immediacy. Consider a statement like, “We need to do something about this right away.” In a perfect world, you could resolve the issue immediately. If you can’t, consider what you’re doing in Step Three, which is to discuss the resolution.

Don’t be fooled by the simplicity of these five steps. They may seem like common sense – and they are. However, I bet if you think back to a time you had a problem that wasn’t handled correctly, it’s probably missing part of this process. The opposite is also true. Think about a time you had a problem and thought, “Wow! These guys are great!” I bet you’ll find this process was in play, even if they weren’t formally trained in complaint resolution. This is a common sense approach to resolving problems.

Remember, you’re not trying to win an argument. You’re trying to win a subscriber. Arguing, blaming or expressing anger (or any attitude other than one that demonstrates, “I’m here to help you”) is unacceptable. And finally, you’re not just trying to fix the problem. You’re trying to “fix” the subscriber, that is to say, their view of your company. When the issue or complaint is finally resolved, you want them to say, “Thank you! You are amazing!”

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, researcher and New York Times bestselling author. As the Chief Amazement Officer at Shepard Presentations, Shep works with clients who want to create amazing customer and employee experiences. For more information, go to www.Hyken.com.