1. 11 Things You Should Never Do to a
Customer When You Drop the Ball

2. It happens. We all have days when it hits the fan. If this has not
become a part of your life as a business, your organization is not
growing, nor is it changing and becoming a mature entity that
offers the best of the best.
The thing is... do you react in defense or do you maneuver the
ball to your end of the court and make that "three pointer"? This
is your "reassurance" moment. This is a time to outreach to your
customer, demonstrating just how good you are. This is the time
where you're about to create real customer loyalty and free
advertisement.
In revealing your brilliance these are things you should NEVER
do.

3. 1. NEVER email or text your customer an apology for
an overdue delivery of product, without reassuring
them with a new EDD (estimated date of delivery).
We do not control the mailing system - whether it's USPS, UPS or
FedEx. We have no control over the weather, or poorly managed
logistics. When a client or customer complains about a late delivery,
offer a freebie for their inconvenience, noting that it in no way is an
adequate substitute. Yet this "kiss" need not be expensive, perhaps
reimbursed shipping charges with a thank you note, but will go a
long way to establishing the idea that you care.
Explore your logistics.

4. 2. NEVER end the conversation without understanding
and documenting exactly what went wrong. When a
mistake is made in the quality of the product or service, arrange to call
the customer - make the effort get a voice or video connection. This will
give you a clear understanding of what went wrong from the customer's
perspective, while appearing to offer reassurance that you will make it
right.
Actively listen and take notes.

5. 3. NEVER walk away from the scene of the crime
without asking for feedback from the customer. You may
be inclined to walk away from a conversation that appears out of control.
Granted some customers just need to vent - for whatever reason.
Taking twenty minutes out of your life to keep or gain a customer (s) is
well deserved.

6. 4. NEVER take one uncomfortable moment to the next.
Each customer complaint, each service or product delivered
wrong is another learning opportunity and a means for real
growth. The product or business service that you offer up to the world
is as unique and special as your client(s). Your voice and smile should
reflect that.
Perform a post mortem.

7. 5. NEVER take a day or two to respond to customers. To a
client – a response time from you may seem like forever.

8. 6. NEVER send them an auto response email to appear that
you're on top of their complaint. Everyone does that and risk
appearing remote.

9. 7. NEVER let an outreach opportunity pass without
letting the customer know that you own a good
resolution to their complaint and value their patronage.
This offers your customer the reassurance that a live person has received
their complaint. Key word here is reassurance.
Build a bridge.

10. 8. NEVER create a canned auto response to your email
server. It signals that enough mistakes have occurred with your
business that you need an auto response to filter (which is plausible only
in large-scale businesses that are attempting due diligence).
Compose a reply email tailored to your need to care about your
customer or client’s specific need. Sign it with your name and contact
information. This signals that you own the problem and will be solely
responsible for a quick resolution.
Use that smart phone and make your client feel like one in a million.

11. 9. NEVER share your lack of vigilance by adding another
element to the problem. It merely adds to further frustration
between you and your client. This is your business. The buck stops at
your desk. A common response to an error in not meeting promised
deliverables is often to explain that a sub-contractor or supplier has
dropped the ball. Anyone acting as a paid provider of products or
services to your organization is under your direction.
Like you they should always be in fulfillment mode. You are they're
customer. Yet they are not the primary stakeholders in your firm. Keep
logs and dates of where vendors dropped the ball. Any pattern of failure
to fulfill your orders or instructions needs your immediate attention.
You owe it to your customer.

12. 10. NEVER let the names in your database of older or
established clients go without some occasional
recognition to the customer. Use your imagination and send out
small thank you greetings for their patronage in the pass. Then take this
opportunity to update them on a new product or service you have to
offer. Sometimes a service give away bundled with a product works
marketing miracles.
Keep replenishing the flow of your business with established clients.

13. 11. NEVER think that all is done after a complaint is resolved.
There's always hind sight after the hot under the collar minutes have
calmed. One problem is solved and it's time to move on to the next
challenge of growing your business.
This is the time to review data with all the stakeholders within your
organization. Documented dialogue along with a detailed description of
the resolution will be a means in which to update and fine tune your
deliverables. These are valuable tools related to building to success.
There's valuable data about your business and how it interacts with your
customers, the good, the bad and the ugly.
Create a work space that is calm and productive.

14. Have fun using the Customer Relationship Management (CRM) approach for large or
small businesses. Microsoft and others have good applications for data storage and
data manipulation. Everyone in your organization should be a customer service
professional and your front line in the daily game of winning the battle of being the
best you have to offer your public. Know your client base and its needs whether it is
10 or 100,000.
Preferred Hotels Association used this protocol in their European luxury hotels, which
became one of their hallmarks. When a customer booked a hotel suite, the
reservationist completed a survey of the guests' specific needs and proclivities. In the
advent of a future reservation, the returning guest(s) would find upon arrival favorite
colors and likings in their hotel suite. It was a magical reminder and a warm welcome
back to their home away from home.
Business cards sat on the bedside desk imprinted with the visitors' name and company
along with hotel contact information. A display of favorite colors in flowers or bed
pillows, a menu containing diabetic or vegetarian meal choices, all signaled a warm
welcome. Of course, the business cards acted as global ambassadors. This is a smart
use of marketing dollars. A happy customer is your word of mouth and free
advertisement.
You are creating return business and a growing loyal client base.

15. BC Solutions
Barbara “Bobann” Cerda
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