When a Customer Is Not Worthy
As business owners and employees of businesses, we all work diligently to acquire prospects, qualify leads and convert customers, but sometimes we need to stop and consider whether a particular person or company is worthy of our efforts.
It makes our constituents feel appreciated and empowered when we treat them well and expend effort to develop the relationship, but in some cases that empowerment can go to one of their heads and lead the person to behave in a manner not conducive to a healthy relationship.
There have been a number of instances over the years where I've needed to ask prospective or current customers to take their business elsewhere. While this is never a pleasant conversation, it can be critical in ensuring your company remains profitable, your employees remain appreciated and happy, and you remain sane. The best way to approach this conversation is with civility and a calm tone.
More often than not, an unhappy customer will vent their frustration on an underling with the assumption the person is unprepared to manage the onslaught. Annoyed customers will attack in a way they believes will result in a resolution favoring them—sometimes greatly and to the detriment of the employee's wellbeing and the company's profitability. We're all able to take a loss every now and then to satisfy an unhappy customer, but when you have a repeat offender (customer), it's time to step in.
Every employee and contractor in my organization knows they are never expected to submit to a venting, complaining or abusive customer—period. The employee's response is mandatory and simple, "Please hold and I will have our manager help you." From there, I am quick to set the ground rules as I take over the call. I will listen to the customer politely and allow that person to give voice to their entire complaint, but they may not scream, call names or be uncivil in any manner. If they are, I will hang up. I will continue to hang up each time the person calls back until they accept and adhere to the rules of this engagement (to date, it hasn't gone beyond three hang ups).
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.