Is an Angry Customer a Loyal Customer?

Can an angry customer become a loyal customer? Or in fact is an angry customer already a loyal customer? Leave your comment after you read this article.

An angry customer is sometimes unavoidable. If they let you know they are upset, and if you take care of them, they can actually become an asset to your business.

I know the previous statement sounds like a paradox. But think about it. Statistics show that the typical company hears from only 4% of its dissatisfied customers, 96% of unhappy customers just walk away, and 91% of those never come back.

If you can get past the angry tone of voice, the outrageous demands, and the occasional name calling of those 4%, you realize they are talking to, or, in some cases, shouting at you because they feel you can fix the situation. They are giving you another chance because they are loyal to your company. Don’t pass up this opportunity!

View this as a chance to solidify their loyalty. A study by Technical Assistance Research Programs shows that customers who have had a problem resolved successfully and amicably tend to be more loyal than customers who have never experienced a problem with a particular business. This does not mean to purposely go and get your customers angry. Yet only the most fortunate of business owners have 100% customer satisfaction.

Fix the problem. Learn from the experience. Put in processes so that it doesn’t happen again. Most customers do not want to know why a problem happened; they want to know how you are going to fix it.

How can you fix the problem?

Listen to the customer.

The customer is king (or queen). No business owner likes to hear bad news but remember your customer cares enough to let you know there is a problem. The cause of the anger might not be your fault. Don’t get defensive since at this emotional juncture they do not want to know about the snowstorm in the Midwest that delayed their shipment. Listen to the voice of the customer. They are going to tell you in detail what the problem is. It might be happening to other customers and you can learn about a problem that can help your operations and brand.

Be considerate and concerned.

Continue to listen and let the customer vent. Don’t make excuses. You can say something like “I understand your frustration.” “I can see why this situation would make you or anyone upset.” “If I were you I would be upset too.”

Thank the customer for bringing the problem to your attention.

No customer really wants to think of themselves as complainers or whiners. That’s why only 4% will let you know they are dissatisfied. You can say something as simple as “Thank you for bringing this to my attention.” An apology is a way of thanking the customer for letting you know of the problem. “I apologize for the inconvenience this has caused you.”

Only now should you start to probe for a resolution.

Remember, do not blame the customer! Do not blame an employee or vendor. You are the boss. You set policy and are responsible for the actions of your employees. You chose your company’s vendors and suppliers. Get ready for a cliché…The buck stops here. Ask the customer what it will take to make them happy. If their demand can’t be met, say something like “That is a good solution but unfortunately we can’t meet those expectations. Here’s a suggestion as to how we can remedy the problem. What do you think?”

Make sure the problem is resolved.

Ask some probing questions like “Does this resolve all your concerns?” or “We want to thank you for your business and by the way is there anything else we can do to assist you?”

Here are some other items.

Never, ever say “It’s the company policy!”. Policies are meant to be changed or modified. There are always exceptions. Falling back on “company policy” will create an atmosphere of isolationism. The customer will tend to feel you have pushed him away. You can tell them why the policy is in place, and you will review it. But still make the customer happy.

Don’t avoid a dissatisfied customer. If you know there is going to be a problem, be proactive and let the customer know about it. Return phone calls and emails. Hoping the problem goes away is not a solution. In reality, the customer will go away and tell 10 friends how angry they are, if you are lucky. With the internet, thousands can learn of your indifference to an angry customer immediately.

If you have employees, consider empowering them to resolve issues. If an employee can fix a problem without saying “I have to talk to the manager” then the appearance of genuine concern is immediate and flows through the whole organization.

Knowledge is power. Knowing the problems of a dissatisfied customer can help you become a better company. Put yourself in the customer’s shoes and see their side of the problem.

Loyal customers, those that give you another chance, will become assets to your company; driving repeat business and referrals to you. All of which are contributors to the bottom line. Handle them with indifference or even worse, do not get involved at all, and you will have a huge liability spreading the word about your terrible service.

What do think? Is an angry customer an asset or a liability?

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