By Derek Stockley
Story One - How not to handle a complaint
We stayed in a hotel last year. From the
moment we walked into the room, things started to go wrong. In
themselves, each little problem did not amount to much. However,
by the time it came to check out the next morning, I had decided
to spend some time providing some feedback.
Although we had filled out a feedback form, I
asked the receptionist to write down the list.
My first comment was about the queen sized
bed, a factor in choosing this particular accommodation. The bed
was fine, it just did not fit the room (obviously designed for a
double bed).
My second comment was about an electronic
room key. One of the two we had been given did not work.
Although I had five or six more comments to
go, at this stage I noticed that the receptionist was not
writing my comments down. When I quizzed him, he said he did not
need to - the hotel already knew about the beds and the key was
"one of those things".
At this stage, I abandoned my feedback and
made the comment "that I was wasting my time".
We completed the check out process. I did not
receive any form of apology from the receptionist. I left with
another article topic and story for this newsletter.
The receptionist felt my comments were
trivial and unimportant. To me, they were valuable feedback.
I did receive a nice letter from management
about the comments on the feedback form. Although the annoyance
subsided, the negative experience was still felt.
Story Two - A customer complaint was
justified
We stayed in another hotel recently. This
time the room was fine. However, things were still not right,
specifically:
there was insufficient milk
breakfast items were not delivered
the fax machine in the room did not have
any paper and the ink cartridge needed changing
the hot water was cold by 8.00 am
Did I complain? No, I did not. Why? It took
me long enough to have the breakfast bill reduced. I could not
be bothered about the other things.
Customer complaints are an important asset
How many of us have bought small items that
have malfunctioned or broken. It has not been worth the time and
expense to take them back. I bought a small house brand stapler
at a supermarket. It broke on the first day. Thinking it was a
"once off", a week later I bought the same model again. It
lasted a couple of days before it broke as well. I haven't taken
them back. I wonder how many of these staplers are giving the
supermarket house brand a bad name. The brand name itself is
about reliability, the exact opposite of what I experienced!
If customers take the time to provide
feedback, we should listen carefully. I know from my own
personal experience, I do not provide feedback every time.
I do not know the exact figure, but I expect
that for every complaint made, there are many instances of poor
service that are not reported.
Organisations should develop mechanisms for
recording informal feedback as well.
Summary
Customer service staff should pay attention
to complaints made by customers. If the customer is prepared to
take the time, then he or she is entitled to receive full and
proper attention. Organisations should have systems that gather
formal and informal feedback, both good and bad.
Personal reflection
In your business, do you listen to the good
and bad feedback you receive? Are you willing to fix the
problems reported? Do you thank customers for their feedback,
good and bad?