Apology Accepted

One of the toughest things about customer service is dealing with a customer whom you know is wrong, but thinks he is right. They are customers who order a meal, eat most of it, and complain it was awful and want a refund. Or insist that they receive 20% off for a coupon that has expired. Or file a complaint saying the Service Agent was rude when they were the ones cursing and screaming in a drunken rage.

In most cases, people who complain are looking to be heard, offered some empathy and given an apology. Right or wrong, the customers deserve an apology if they feel they have been wronged—for the inconvenience, poor product quality, perceived rudeness or not getting their needs met. Being able to give a sincere apology, regardless of who is right or wrong, is the first step in gaining a customer’s trust and solving the problem. Here are eight ways to deliver a sincere apology:

1. Let the customer know that you appreciate hearing from them and that you value their feedback. Only one in nine unhappy customers will take the time to complain. The rest tell others about the lousy service and will never come back.

2. Let the customer talk. Be a good listener. Sometimes we listen to a point, form a conclusion and then interrupt before the customer has told their story. You have to understand the whole story before you can sincerely apologize and then begin to work out a solution.

3. Practice active listening. Make small comments while the customer is talking at appropriate times, such as “yes,” “I see,” or “I understand.” This lets the customer know you are truly listening.

4. Reflect the situation back to the customer. A short summary shows you were really listening and gives you a chance to get the facts straight.

5. Realize that an apology is not an admission of guilt. In customer service, agents speak not for themselves, but for the company. You may think the person is a jerk or is wrong, but the company considers them a valuable customer that they would like to win back. You can honestly say, “On behalf of ABC Company, let me offer our sincere apology.”

6. If the words “I’m sorry,” are still difficult, you can use the phrase, “I regret the situation…,” instead. Anytime someone is offended or thinks they are wronged, it is reasonable to regret that they feel that way or that the situation happened at all.

7. Ask the customer what needs to be done to correct the situation and regain their trust. In many cases, you will find that all they want is to be listened to and receive an apology.

8. Offer options, if possible. The ability to choose makes the resolution the customer’s idea and removes the “take it or leave it” tone of the apology.

Customer service is a skill and an art. The ability to size up and solve a problem, correct it to another person’s satisfaction and convey a sincere apology can make the difference between losing a customer and gaining one for life.

By: Mary Nestor-Harper, Elance.com