How to Deal With Customer Criticism - Four Steps

No one likes to be criticized, especially when they feel they haven’t done anything wrong. When dealing with customers, it is important to understand how we react to criticism, and how to work through the different stages. Everyone has “hot buttons,” and unless you understand yours, unwarranted criticism for a situation not in your control can send you over the proverbial edge, and result in offending and losing a customer.

1. Denial – Certainly, what they are saying isn’t true. You’ve already had a bad day, lots of customers unhappy with room, food, service. It seems like there was a constant stream of problems, and they all ended up in front of you. Now, a customer is complaining that you aren’t listening and aren’t really sorry for her situation. “You’re wrong,” is what you’d like to say. “I’ve had a rough day! I deserve to be a little irritated. “ Guests don’t want to hear, “you’re wrong.” Sometimes even with our best effort, we can come across as short, irritable and uncaring. Take a step back. Perception is reality, and if a guest feels you were rude, apologize and move on.

2. Reluctance – OK, maybe you weren’t as quick to respond as you should have. But the guest was way out of line. Placing the blame for your actions on the guest, the computer system or your co-workers is just delaying the resolution.

3. Acceptance – Guests will level criticism for poor service, failure to respond to a request or poor products. Customer service agents deal with this every day. When the criticism is personal, and the guest feels that we fell short, it’s harder to take. Accepting criticism is being willing to see the complaint from the guest’s point of view and accepting responsibility for our actions. No matter how professional you are, there are days when you will deserve the complaint. Accept the fact that the customer’s perception is the one that matters, apologize, and move on. Be aware of your “hot buttons” and how you can successfully overcome them.

4. Gratitude – “Thank you for complaining.” Now, that’s not something that you would actually say to a customer, but customers who complain are actually doing you and the company a favor. Most customers who are unhappy say nothing. They don’t complain or write letters. They just leave with unresolved issues and don’t return. They also tell at least nine other people of their bad experience. When a guest takes the time to bring something to your attention, you can thank them for helping you and the company identify areas of poor service so they can be resolved and eliminated.

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Mary Nestor-Harper, SPHR, is a freelance writer, blogger, and consultant. Based in Savannah, GA, her work has appeared in "Training" magazine, "Training & Development" magazine, "Supervision," "Pulse" and "The Savannah Morning News." You can read her blogs at www.skirt.com/savannahchick, www.workingsmartworks.blogspot.com/ and on the web at www.mjnhconsulting.com.