Saying the right thing when something goes very wrong
How do you apologize to a customer?
When your company makes an error, or a customer is in some way offended, and an apology is in order, all kinds of options are available. Most of these, however, only make a bad situation worse.
How do you respond when something goes wrong? How does your customer-service department respond when something goes wrong? I am amazed at the billions of dollars spent on customer-service training, only to breed pathetic responses that further alienate a customer and deepen the wound.
When it's your turn to apologize for your customer's perceived error, company wrongdoing, or misdeed, here are the options:
Saying, "I'm sorry." This is perhaps the most often used phrase. "I'm sorry" includes two of the worst words you can use in the English language. They describe yourself and not your circumstance. If I had my way, I would abolish these two words from ever being used again. "I'm sorry" is a state of being. If you say it enough, eventually you'll become it. A more appropriate response is
To say, "I apologize." This is a better choice of words. It tells how you feel about the circumstance. You apologize for the occurrence. Caution: Many people say, "On behalf of let me apologize." This is insincere and wrong. If you're going to apologize to someone, apologize on behalf of the most important person in the world you. But, "I apologize" by itself is weak unless accompanied by a solution (never an excuse).
To give some lame excuse. No one cares about your problems or your excuses. Customers only want to know what you're going to do about it. Making lame excuses is self-serving. Giving an action plan is customer serving.
To blame someone else. This is a lower form of excuse making. Telling a customer it was someone else's fault in no way excuses the error that has been made. Customers don't care whose fault it is, they only care how the issue is going to be resolved. No matter whose fault it is, if you continue to use this method of apology, customers will find your competition.
To cite company policy. Company policy is made for companies, not customers. The word "policy" may be the single-most alienating word to say to a customer. Even if you must enforce it, don't say the word.
To say, "Sorry about that." This phrase also means "up yours." It is spoken without a grain of sincerity. It is always said without looking the other person in the eye, and roughly translated means oops, too bad, I don't care. "Sorry about that" should be on the same list of banned words as "I'm sorry" and "policy."
To think, "Who cares?" This philosophy will put you in triple-failure mode you will fail your customer, your company and yourself. If this is you, change jobs soon before you get fired.
To say, "Oh, that's horrible!" This is the most desired response because customers only want to know two things: That you care about them personally; and what you are going to do about their situation now.
"Oh that's horrible" must be said with feeling and sincerity. Almost as if you were singing it and should be followed by, "That makes me mad, too." and "I'm going to personally see that your situation is resolved as follows (give solution)."
To say, "Thank you." This is a great way to begin a positive recovery. "Thank you for telling me; thank you for having the courage to come forward with this, thank you for bringing this to my attention," are phrases that will surprise the customer, if followed by the appropriate apology and action plan.
Well, which of these are you?
Apologies are worthless unless followed by an action plan, action taken, resolved situation, and the customer is re-contacted. Your first words, and the type of apology you first offer, set the tone for how the customer will receive the solution. Re-contacting the customer is the final (and most overlooked) step in a successful apology. The note you end on is the note your customer will begin to sing when he or she hangs up the phone or leaves your place of business.
What tune are you sending (singing) to your customers?
Jeffrey Gitomer is the author of "The Sales Bible," and "Customer Satisfaction is Worthless, Customer Loyalty is Priceless." President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. Inquiries should be faxed to the WBJ at (48-22) 646-0576 or e-mailed to salesman@gitomer.com
