The Problem with Problems?

The problem with problems is that other than always arriving at the worst moments, they are often presented as complaints. The bigger the problem, the greater the emotion used in expressing the complaint.

Emotionally delivered complaints can feel threatening, as if a sword is being brandished. When faced with an emotionally charged complaint it is natural that our “fight or flight” instinctive hard wiring kicks in, leading to negative outcomes.

When working with our Catalyst Global Sales and Service participants, we focus on applying listening skills. Focus on the facts, get past the emotions and define the complaint as a factual problem. Use the tools to get to the facts, for example:

1. Recognize that in 99% of cases, the customer’s reaction is not personal and understand the pressure the customer is under.

2. Let them VENT. This can take some time. Be patient.

3. While the customer is venting:

a. Practice active listening

b. Use terms like “I see” or “I understand”

c. Take notes

d. Do not quickly offer solutions – just listen, listen, listen. Make sure the customer introduces the solution discussion not you. Whenever you introduce the solution discussion, it is too early.

Often when the facts emerge, a solution to the problem can be identified from the available service product portfolio, transforming a complaint into an opportunity.

Responding with an actionable solution, promoting not selling it, delivered at the right time, with the right language, can create a positive dynamic, pivoting a complaint to an opportunity. Catalyst Global Sales and Service participants learn to pivot the situations using 8 basic rules of service. A few examples:

• Rule no 2 - All communication starts with facts.

• Rule no 4 - We can only succeed with loyal customers.

• Rule no 8 - Only promise what you can deliver; deliver what you have promised.

We stress with the customer facing teams that participate in our programs to embrace the complainer. They are unknowingly presenting an opportunity. A complainer can better be viewed as a person not satisfied with the status quo, meaning they actually want change, and are seeking solutions.

When the right response and language is applied, a complainer can be pivoted to a loyal customer. The key is applying the 20 service skills our program highlights, and promoting proactive solutions and getting past the emotion.

A complainer that continues to ignore your proactive solutions, risks becoming a whiner. One who simply cannot see value when offered, possibly due to emotional blindness. We encourage our participants to keep repeating their proactive solutions, eventually the complainer will realize the value in changing, or risk being changed.

So, the next time an emotional complaint sword is pulled on you, calmly walk at the sword, use your 20 service skills to get past the emotion, focus on the facts, defend the problem with a solution. It can build brand loyalty, even from the most demanding customer.

Gary Hughes, Partner

Catalyst Global - gary.catalystglobal@bell.net