1.
Americas Mart University 6/18/2009
Learning Objectives
Dealing with
Dissatisfied Customers
Understand what causes customer dissatisfaction.
Identify what’s behind a customer’s attitude.
y
Learn techniques for handling different types of
challenging customers.
Practice dealing with difficult situations.
Presented by
Lynne Peer
Peer Resource Group
© 2003 Treeline Training/Published by HRDQ
Customer Situations Customer Service Hall of SHAME
When was the last time you were
delighted as a customer?
What happened?
How did you feel?
What
Wh action did you take?
i k ?
When was the last time you were
disappointed as a customer?
What happened?
How did you feel? MSN Money survey 7,724 people
What action did you take?
Customer Service Hall of FAME What Aspect of Customer Service is Most Important?
MSN Survey of 7,724 People
BEST
Companies
Marriott What do the best
Nordstrom companies do? Feature Rating Rate Your Store 1- 5
(5 highest)
Amazon Knowledgeable staff 35%
Why do people rate Readily available staff 34% Knowledgeable staff
Hilton/Hampton
p
them the highest? Readily
R dil available staff
il bl t ff
Google Flexible policies for 13%
return/exchange of merchandise Flexible on returns and
Auto Zone How do they make exchanges
Whole Foods customers feel? Friendly staff 12% Friendly staff
Staples None -- product is all that matters 2% Product line
Kroger Not sure 1%
Costco Other 3%
Sheraton
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2.
Americas Mart University 6/18/2009
Major Customer Dissatisfaction Major Customer Dissatisfaction
Causes in all Industries Causes in all Industries
Lack of communication
Promises not delivered between the parties when
Treated like they are unimportant there is a claim/dispute
Service that was rude and inefficient Defective or inferior
Conflicting messages from employees products
Feeling that the business is taking Feeling of being dismissed
or discounted by a
advantage of them in some way
company’s employees
Misinformation from an employee Business integrity or
Delays and long waits honesty that was
questionable.
Causes of Dissatisfaction The Psychology Customer Behavior
in Your Store? Maslow’s Hierarchy of Needs
Cause of Dissatisfaction How to Handle? Self-actualization
personal growth and fulfilment
1. Product didn’t perform as expected.
2. Can’t find product needed. Esteem Needs
achievement, status, responsibility
achievement status responsibility, reputation
3. Customer did not get the service
expected. Belongingness and Love Needs
family, affection, relationships, work group, etc.
4.
5. Safety Needs
protection, security, order, law, limits, stability, etc.
6.
7. Biological and Physiological Needs
basic life needs - air, food, drink, shelter, warmth, sex, sleep, etc.
8.
9.
©1954 Abraham Maslow; 2001 Alan Chapman – diagram
What Motivates Customer Behavior What Motivates Customer Behavior
Physiological Needs Safety Needs
Self-actualization Self-actualization
Esteem Needs :
Are the goods durable? Esteem Needs :
Is the business safe?
Belongingness and Love needs Belongingness and Love needs
Safety Needs
Are the prices fair? Safety Needs
Are the business hours
Biological and Physiological Needs Does the company offer Biological and Physiological Needs convenient for me?
warranties and What happens if I need
guarantees on products to speak to someone
and services? after hours?
Will the product be
harmful to me or to my
environment?
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5 Ridge Rd. | Beaufort, SC 29907 | 843.597.2233 c | 843.525.9181 2

3.
Americas Mart University 6/18/2009
What Motivates Customer Behavior What Motivates Customer Behavior
Social Needs Esteem Needs
Self-actualization Are the employees Self-actualization
Esteem Needs :
friendly? Esteem Needs :
Do the employees treat
Belongingness and Love needs
Do I feel comfortable as a
Belongingness and Love needs
me as an individual?
Safety Needs Safety Needs
Biological and Physiological Needs
customer? Biological and Physiological Needs
Do the employees
Do th
D other people I k
l know appreciate my business?
use these products and Will I gain status using
services? their product or service?
Will having this product be Will others recognize that I
positive to my family and made a good decision
friends? purchasing this product?
What Motivates Customer Behavior
Self-Actualization Needs
Types of Dissatisfied Customers
Self-actualization
Esteem Needs :
How will this product add
Belongingness and Love needs
value to my experience?
Safety Needs Is the company willing to Rude or Aggressive Customer
Biological and Physiological Needs customize this product to
p Argumentative Customer
suit my particular situation? Angry Customer
How will using this product Unhappy Customer
help me gain status?
Will using this product help
me make a difference in
the world?
Dealing with a Rude
Dealing with Rudeness
or Aggressive Customer
The customer says “Seems like my special orders
Remain calm. Remind yourself that the never come in on time. Can’t you do a better job
person is angry at the situation usually, scheduling?”
and not you personally.
Lower your voice, even if he gets louder. You answer:
Talk at a normal pace. “Mrs. Johnson, we pride ourselves on paying
If he uses abusive language or makes attention to detail and want to please you.
negative statements about you or your Unfortunately, we did not receive this product from
company, say, “I understand that you our supplier, but I have called to find out when we
are upset, but using that language will can expect to receive it.
not help us get this resolved.” .
www.peerresourcegroup.com | Lynne.Peer@peerresourcegroup.com
5 Ridge Rd. | Beaufort, SC 29907 | 843.597.2233 c | 843.525.9181 3

4.
Americas Mart University 6/18/2009
Dealing with Rudeness The Argumentative Customer
The customer says, “ I can’t believe how ignorant Even though your first instinct may be to
you people are. I asked a question and got a shrug.
argue back, it’s better to try these techniques:
Does anybody know anything here?”
Speak softly.
S k ftl
Your answer:_____________________________ Ask the person’s opinion. Probe to make
_______________________________________ sure you fully understand their concerns.
_______________________________________
Concentrate on points of agreement.
_______________________________________
_______________________________________ Excuse yourself if you become angry and
ask for someone to take over if it would be
beneficial to the situation.
The Angry Customer Dealing with Anger
Address the anger first.
Nothing will progress until the
negative emotion is reduced.
Keep your emotions in check.
They’re delivering two
1.
1 Let the customer vent
vent.
messages:
2. Acknowledge the customer’s
~ The facts dissatisfaction.
3. Apologize, if appropriate.
~ The feelings
4. Ask questions to fully
What can you do with this type customer? understand the issues.
5. Make a statement about
finding a resolution.
Dealing with an Argumentative
Dealing with an Angry Customer
or Angry Customer
1. Watch your tone of voice.
2. Be sympathetic
“When I called you said you had these products in
3. Don’t make promises you can’t keep. stock. Now, I come down here and can’t find
4.
4 Analyze the problem. Make sure you fully
problem anything I wanted What’s your problem?”
wanted. What s problem?
understand the complete situation. Ask if
there are other issues. Your Response:___________________________
5. Stress what you CAN do, not what you ________________________________________
can’t do.
________________________________________
6. Negotiate a solution.
________________________________________
7. Follow through.
www.peerresourcegroup.com | Lynne.Peer@peerresourcegroup.com
5 Ridge Rd. | Beaufort, SC 29907 | 843.597.2233 c | 843.525.9181 4

5.
Americas Mart University 6/18/2009
The Unhappy Customer Dealing with an Unhappy Customer
Create a relaxing environment by
being calm and understanding.
Isn’t pleased with the
Be patient and be a good listener.
service he’s received.
Isn t
Isn’t happy about the Let the customer fully explain the
situation without interrupting
product.
him/her to offer an excuse.
Feels he/she was misled
about product. Answer all their questions in a kind
manner.
Offer suggestions for resolving the
situation.
Dealing with an Unhappy Customer Phrasing and the Difference it Makes
“I washed this sweater according to directions Instead of this Say This
and look what happened.” It’s our policy. We’ve found that the best way to handle
this situation is to …
Did you…..? When will you be able to …?
You answer:___________________________
We can’t do that. Boy, that’s a tough one. Let’s see what we
_____________________________________ can do to find an alternate solution.
_____________________________________ I don’t know…. That’s a good question. Let me check and
find out.
_____________________________________ You didn’t do… We need for you to…...because……
Phrasing and the Difference it Makes Practice Dealing with Situations
Instead of this Say This
You’ll have to…. Would it be convenient to…?
You
Y need t d to…. If you would…..
ld
Hold please. I’ll be It may take me some time to get
right back. that information. Are you able to
hold or shall I call you back?
“No” used at the start We aren’t able to…, but we can….
of any sentence. I’m sorry, we are unable to….
www.peerresourcegroup.com | Lynne.Peer@peerresourcegroup.com
5 Ridge Rd. | Beaufort, SC 29907 | 843.597.2233 c | 843.525.9181 5

6.
Americas Mart University 6/18/2009
Turning Difficult Customers Around In Closing
Understand what causes customer dissatisfaction.
Identify what’s behind a customer’s attitude.
Learn techniques for handling different types of
What has worked for you?
challenging customers
customers.
Practice dealing with difficult situations.
Selling is all about relationships and proper handling of
dissatisfied customers can actually build customer loyalty.
Our goal should be to create customers for life.
Thank You for Your Participation
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www.peerresourcegroup.com | Lynne.Peer@peerresourcegroup.com
5 Ridge Rd. | Beaufort, SC 29907 | 843.597.2233 c | 843.525.9181 6