Focusing on exceptional customer service should be the goal of all businesses. So, why is it that only certain companies stand out when it comes to “over the top” service? The answer is quite simple. It takes time and effort to emphasize quality service and to hold employees accountable for their work. It also takes time to obtain adequate feedback from customers to understand where the trouble spots are and how to fix them. I’ve heard some businesses gasp at the thought of following up with customers to check on their overall satisfaction. Some owners are afraid of what they might hear and fear they are opening up the floodgates for complaints. However, they need to consider the consequences of not checking in with their customers.When a dissatisfied customer tells an average of 10-20 people about their negative experience, word spreads quickly and your reputation can instantly change. This becomes more detrimental in an area in which there is greater competition for your product or service since up to 93% of unhappy customers will refuse to buy from a business again if they have a choice to bring their business elsewhere, with most customers not bothering to tell you their reasons for leaving. Customer feedback is essential in assessing satisfaction because fortunately, up to 95% of unhappy customers will give that business another chance if their complaints are handled effectively and quickly. Communicating with your customer via surveys or informal conversation can help you assess their satisfaction level.

The Hyatt Coconut Plantation resort has been nominated for their attention in obtaining feedback from their clientele and checking on their satisfaction. One of their customers stated that 30 minutes after checking into her room, she received a phone call from the front desk asking about her satisfaction with the room and further asking if she had any questions about the resort. This simple but meaningful action sets the tone for the customer and offers a positive beginning to someone’s vacation.

Yet, what happens when the customer complains and has a negative experience? It’s important to properly train your staff in handling customer complaints appropriately in order to maintain your reputation and build upon your client base. The following points are imperative in properly servicing the customer complaint:

• Allow the customer to vent and to be heard. Train your employees to acknowledge the customers’ feelings and their frustration without getting emotionally involved. The employee needs to remain calm and objective in order to support the customer.
• Ask the customer how the company can make the situation better. This will give you a better idea of what the customer’s expectations are in resolving the matter. After listening to the customer’s interests, try to offer at least two options that the client can choose from for restitution. This empowers the client and gives her a sense of control in the situation.
• If the particular employee cannot make the final decision in restitution, make sure he finds the person that can. The worst thing an employee can do is say that he can’t help the customer and then leave him stranded. The employee should take the responsibility and find the person, perhaps a manager, who will be able to resolve the complaint.
• Train your staff to view customer complaints as opportunities to showcase your quality service with your customers. By handling customer dissatisfaction effectively you are increasing trust and credibility among your current clients and building upon a reputation that will set you apart from your competitors.

Let’s face it – mistakes can happen. It isn’t realistic to think that you can please people 100% of the time. Remember that quality customer service does not mean “perfect service”. The quality of service is measured by how well you handle problems when they arise. Asking a customer for feedback may bring out some negative remarks. However, this proactive approach gives you the opportunity to resolve the complaint and turn it around into a positive experience.