Resource Library

by Kip Kint, Director of Training and Development - (as Published in Pulse, the official magazine of ISPA)

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Free Customer Service eBook - Bad Customer Service: The Silent Killer

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Perhaps you’ve dealt with Mark, Joan, and Lisa before. You know Mark: The Impatient Spa-goer, Joan: The Customer Who Asks Endless Questions, and Lisa: The Dissatisfied Spa-goer.

ContactPoint has spent 10 years recording and scoring customer service interactions in the hospitality sector. And after hearing thousands of interactions with Marks, Joans and Lisas, we’ve learned specific ways to deal with all three of them; specific ways to ensure that they each become loyal customers

Mark: The Impatient Spa-goer

Mark decided to escape from his busy job one afternoon for a quick massage at your spa. He booked a 30 minute massage at 2:00 and showed up early. But, for whatever reason, your spa is running behind; 2:00 comes and goes and Mark is still sitting in your waiting room. He’s reading a magazine and occasionally glancing down at his watch. At 2:08 he’s still in the waiting room. He’s no longer looking at the magazine. He’s visibly frustrated and his body language shows it.

Finally at 2:13 Mark’s 30 minute massage begins. But, knowing he has to return to work, he cuts his massage short. Your therapist can tell he’s upset.

The Solution
Fix the Issue Before It’s a Issue – The biggest problem with this scenario isn’t that Mark’s massage was delayed; it’s that Mark’s frustration wasn’t taken care of at 2:00 or 2:08. By 2:08 he was visibly frustrated. He was obviously in work attire. Obviously in a hurry. And yet, no one apologized or tried to solve the problem. Thousands of recorded customer interactions have taught us that most customer service problems can be dealt with before they become problems.

Validate – Mark needs to hear understanding. Phrases like, ‘I appreciate how you feel’ or ‘I’m sorry this happened. Let me make this right for you?’ are ways to let Mark know that you care about him. And remember, when you validate and empathize, tone is key. Your tone needs to exude understanding.

What NOT To Say to Mark
 Mark does NOT need to hear justifications, an argument or even a valid explanation. Never use words like ‘but’ or ‘no’ when you’re dealing with an impatient customer. Never say ‘I can’t do that’ or ‘I’m not allowed to do that.’ Instead tell the customer what you can do. Above all, Mark needs to know you care.

Joan: The Customer Who Asks Endless Questions

Joan is getting a facial. During the facial she’s questioning everything—the products, the methods, and the procedure. She’s second guessing everything you do. She’s asking, ‘Are you sure about this?’ and saying, ‘I don’t know about that,’ repeatedly. After 20 minutes, Joan’s incessant and somewhat demeaning questions have become unbearable.

The Solution
Tone – The tone of your voice is significantly more important than the words you say to Joan.  If Joan feels you becoming combative or rude, she will become defensive and the situation will deteriorate. If you feel your tone slipping, focus on smiling as you speak. If your face smiles, your voice will smile.

Answer Joan’s Questions – It really is that simple. Joan apparently doesn’t know much about facials. Maybe she’s never had one before and it simply isn’t what she expected. Help Joan. Explain why you’re doing what you’re doing.

What NOT to Say to Joan
Do not argue or debate with Joan. Do not use the word ‘but’ or the phrase ‘you don’t understand.’ Answer Joan’s questions with respect and empathy.

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 she 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?’ If you ask the right question in the right way she will answer and give you feedback. However, if you use short questions like, ‘What’s the problem?’ or ‘What’s wrong?’ Joan may become defensive or more upset.

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 the problems you can empathize. Use phrases like ‘I understand’ or ‘Gosh, that IS frustrating, I’m really sorry that happened.’

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?’

Conclusion

When you’re dealing with Mark, Joan and Lisa 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, making an upset customer feel important, will build loyalty faster than almost anything else.

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Free Customer Service eBook - Bad Customer Service: The Silent Killer