The Web Design Business Kit Chapter 11 - Handle Client Complaints

You'll face moments of truth every day of your life. You'll make decisions and take the consequences. The consequences can be good, or they can be bad. There are consequences for every action you take.

Moments of truth can have a profound effect on your business. Not one of the businesses I've canvassed in the last month has a set policy for dealing with complaints. Not a single one.

The usual response was that the business would deal with complaints as they came in. Some simply replied, "We don't get many complaints."

You don't? It's no wonder! Look at these statistics:

• 4% of dissatisfied clients complain.
• 91% of dissatisfied clients will not do business with you again.
• 80% of dissatisfied clients tell ten people.
• 20% of dissatisfied clients tell twenty people.

Think about that. If your business receives four complaints per year, you've probably had 100 dissatisfied clients. If you have had 100 dissatisfied clients, they have told 1,200 people that your product or service is poor!

The actions you take when your client complains can have a significant impact on your business. The right response can result in increased client loyalty, a better chance that you'll make a repeat sale, and boosted referral business.

However, get the handling of client complaints wrong, and you'll be throwing money away.

In this chapter, we'll talk about why you should love clients who complain. They give you a wonderful opportunity to grow your business—take that chance! In fact, go out and dig up as many complaints as you possibly can! With good reason: those complaining clients are gold!

We'll also provide a step-by-step guide to dealing with complaints. You can't go wrong when you have a sensible, well-planned strategy for addressing any complaints that clients make.

No business is perfect. Mistakes will be made, errors will occur. The question is: what will you do when complaints are made?

For the answers, read on!

Why You Must Love Complaining Clients

Complaining clients can be a great asset to you as you build your business. Complaining clients will do more for you than just about any other clients.

Up until now, you may have looked upon complaining clients as a royal pain in the neck. They're never happy, never satisfied! They should learn to appreciate you more.

If that sounds like you, then lose the attitude! You must love complaining clients. Complaining clients tell you where you are going wrong. They're the ones at the front line, testing out your service. They're the ones who, handled the right way, will become your most loyal clients.

To build a successful and profitable business, you must love complaining clients. Seeking out and identifying client complaints is one of the most profitable activities that a business can engage in. When clients complain they are actually giving you an opportunity to keep their business—business you would otherwise have lost.

Each complaining client gives you a chance to win a “new” client. 95% of dissatisfied clients will do business with you again if you resolve the complaint in their favour on the spot (and we've already seen how expensive it is to gain a new client). That's the beauty of complaints: if you deal with them properly, and actively seek and welcome complaints, then word soon gets around.

Clients will soon feel more comfortable about making complaints, which gives you the opportunity to:

• Reduce the number of dissatisfied clients.
• Keep their business.
• Strengthen the relationship.
• Exceed their expectations.