Knowing how to respond to customer accusations is a skill that saves some businesses a fortune. Many defuse situations elegantly, without losing anything like as much money, reputation or prestige as they would otherwise.
However, not all firms understand the way to do it equally. Being combative rarely works. However, taking the time to learn more about the customer and their qualms can be a potent strategy.
Listen First
The first thing to do is listen to the accusation and acknowledge it. Companies with high EQ don’t necessarily say “sorry” or admit any culpability. However, they always tell the customer that they have received their complaint and that they are looking into the matter. Firms also use this initial contact as an opportunity to find out more about the person’s expectations and what type of resolution they expect.
For trivial matters, such as goods being delivered late, restitution could involve money-off vouchers for their next purchase, or something similar. However, for more serious allegations, it is worth probing whether the customer intends to take legal action. The latter case is often the prompt firms need to escalate the matter to the company’s high-level decision-makers.
Assess The Severity Of The Accusation
The next step is to assess the severity of the accusation regarding the law and company policy. Firms need to find out whether they need to respond robustly or whether a more muted response will suffice.
Usually, customers tell firms the severity of the problem when they make a complaint. A member of staff accusing them of assault is obviously extremely serious, while a lack of products on the shelves because of supply chain issues is less so.
High-EQ companies also consider the impact on the company’s brand and reputation. Some allegations might be financially costly, but they might not harm the firm’s business model or ability to make money in the future.
Initiate An Investigation
Depending on the nature of the accusations, firms will then initiate an investigation to learn more about what happened. Companies can find out more about what happened and use that to conduct disciplinary action or defend themselves if the case goes to court or tribunal.
High-EQ firms begin this process immediately. Collecting data closer to the fact that memories are fresh is superior compared to waiting a couple of weeks.
Some firms also hire external investigators to explore what happened. External observers may view these as more impartial and better able to get closer to the truth.
Communicate Openly And Transparently
High-EQ firms also communicate openly and transparently when responding to customer accusations. Using plain, simple, non-incriminating language is essential for bolstering the firm’s legal defence.
Not only this, these companies also communicate with their key stakeholders and insurance companies, telling them what happened. Insurers will likely want to get in touch with the firm if they have workers or public liability insurance.
“Companies need to understand that business insurance can protect against some types of customer accusations,” says broker and seller Simply Business. “For example, public liability covers firms if they cause injury on other people’s property, while workers’ insurance protects them from losses if someone hurts themselves on their property.
Insurance companies can often provide businesses with information on the next steps they should take after a customer’s accusation to limit their liability. Saying or doing the wrong thing could result in heftier losses and penalties.
High-EQ firms tend to be exceptional communicators naturally. It comes with the territory. These companies avoid legalistic jargon and keep things simple so that customers can understand the implications.
Take Corrective Action
Next, highly responsive and emotionally intelligent companies take corrective action to remedy the problem. These could include:
- Disciplinary measures are designed to ensure that staff do not engage in the same behaviours again.
- Instant dismissal for employees who commit violent or dangerous acts
- Policy changes to prevent the accusation from happening again, such as having individual cubicles instead of shared changing rooms
- Settlements and financial compensation to prevent the case from going to court
These measures prove to affected customers that the firm is taking decisive action and takes events seriously. Clients get a sense that the company really cares and is offering them additional perks that go above and beyond what’s absolutely required.
Learn From The Experience
High-EQ companies also learn from customer accusations, using them as tools to improve their services and the overall experience they offer. Companies are tinkering with their methods to make these situations less likely to develop in the first place, freeing them up to provide services without worrying so much about blowback.
These learnings usually occur at the operational level with changes designed to prevent similar problems in the future. For example, companies might change how they deal with staff or when and where they meet with customers. Firms might also adjust their hiring policies or improve security on their premises – whatever feels more effective at dealing with the problem.
Get External Guidance
The last step for many high-EQ companies is to seek external guidance to learn more about what could possibly have gone wrong and how to deal with it. While firms can defend themselves with the help of an insurer, getting legal advice in situations like these can be helpful. Lawyers and legal experts can tell firms what to do next, given the situation, and assess the next best move after understanding the circumstances of the accusation.
External help can also come in the form of public relations experts. These individuals can assist in limiting damage to the brand if the contents of an accusation go public. Agencies have special tools they can use to defend and protect firms, helping them weather the storm and come out the other side relatively unscathed if possible.
Conclusion
Dealing with customer accusations is something businesses need to form into a defined process. Having these in place can help with responses before they escalate and become more severe or better known. Firms are aiming for continuous improvement and methods that enable them to maintain customer trust long-term.
