What is the customer’s true motive?

Q. What do you make of customers calling to complain and saying they don’t want anything – they just want to “share feedback.” Do you have any idea of wheter sending them a travel voucher or something in anyway helps recover/retain them as customers. Or should it be taken at face value and no compensation be offered?

Myra’s Answer to: What is the customer’s true motive?

When I was leading a Consumer Affairs Department years ago, I faced the same thin g often. Irate callers would escalate to me and after I listened with a true intent to understand and offered a sincere apology, they’d surprisingly tell me that they wanted no compensation, but instead wanted to be “heard”.

I would take the customer at face value and not automatically try to force compensation or follow-up with compensation. What I would do, however, is follow-up the conversation with a thank you letter to thank the customer for their feedback and to once again apologize for the problem they experienced. This letter will serve to create goodwill and re-establish trust. And it will increase the chances that the customer will fly with you again. At random or as you feel it’s appropriate, you can offer a concrete form of apology such as a travel voucher.

Myra Answers YOUR Questions

Myra Golden

Myra looks forward to answering your questions about customer service, contact center management, and customer service training. Please e-mail Myra at info@myragolden.com or tweet her at @myragolden.

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Myra Golden is an author, trainer and keynote speaker who has been helping companies for over twenty years to improve the customer experience through her customer service training workshops. Myra has a master’s degree in human relations and a bachelor’s degree in psychology, helping her to understand the challenges of developing the best customer experience as it relates to the psychology of the employees. Myra has helped Verizon Business, McDonald’s, Coca-Cola, Michelin Tires, Frito-Lay, Vera Bradley and many others improve the customer experience through her training. She was named one of the Top 10 Customer Service Bloggers by Huffington Post and she is the co-author of Beyond WOW!

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