The Web Design Business Kit Chapter 11 - Handle Client Complaints

What To Do When The Complaint Comes In

Now, your natural reaction might be to blow off complaints. You might feel defensive, maybe even hurt. You will probably feel that the complaint is an unjustified slight on you personally.

Get over it!

Any complaint from a client is a 100% bona fide, major issue for them. Their perception is your reality. They have a problem; you have to fix it.

Don't belittle it or treat is as inconsequential. Treat the complaint and the complainant as they deserve.

The fact that your feelings are hurt doesn't matter. These are aggrieved clients—whether or not you agree with them is irrelevant. What you need to do to ensure your business survival, is deal with the complaint quickly and in the very best of humor!

The Complaints Checklist

So your client has a complaint? Fantastic! Here's how to deal with complaining clients:

1. Reward clients for complaining
   Listen to the complaints: "Please tell me exactly how we are failing you." Find out
   how the clients want it fixed: "Now, how can we make things right?"

2. Thank them
   "Thanks for bringing this problem to our attention. We appreciate this very much,
   because we're committed to providing the best widgets possible."

3. Apologize
   "I'm sorry that the quality of the widgets has not been to our usual standard."

4. Offer a solution
   "How would you feel if we delivered free replacement widgets immediately? We will, of course, refund the full purchase price of the widgets. Is that acceptable to you?"

5. Get their agreement
   "Good, I'll have them delivered to your business within the hour."

6. Fix the problem
   Deliver the widgets, and refund, within the hour.

7. Follow up
   "I'm calling to make sure that the widgets arrived and that they are the correct size. Are you happy with the way we have handled this problem, sir?"

As you might notice, the client's problem is fixed, and he receives a benefit (free widgets) for complaining. Don't do what you say you will: do more!

Case 11.1. Complaint Resolution 101

My last complaint was from the client who'd asked us to register a domain name. As I explained, everything went smoothly… until he complained! His complaint was that, although he had received the invoice and all the technical details about his new domain name, he'd received nothing to prove that we had actually registered the name.

As you might know, the only “official” verification that the domain name has been registered comes in the form of a confirmation email from the registrar (though you can always check the registrar's records).

However, my client wanted something we don't normally provide. He wanted us to confirm that we had registered the domain name, and that we had registered it in his name. By following the steps above, it was easy to fix.

We followed the first three steps, and then asked the client what solution would best meet his needs. Did he want:

1. A copy of the confirmation of registration email?
   
2. A copy of the registrar's record of registration?
   
3. A signed letter from us confirming the registration?
   
4. A signed certificate from us confirming domain name ownership?
   
5. Something else that we hadn't considered?

Interestingly, the client opted for the certificate as proof of the domain name registration.

We designed a certification (using none other than Microsoft Publisher!), printed it off, signed it, and sent it to him! The client was very pleased to receive a nicely framed Certificate of Domain Name Ownership.

Now, thanks to this client, we know that clients might need reassurance that we have actually registered their domain. We provide this as an optional means by which we can advise them that their domain has been registered.

Believe it or not, the certificate provides us with a point of differentiation! Our prospects find out they receive a “Certificate of Ownership” when they register a domain name with us. They don't get that with anyone else!

Remember: when you receive a complaint, fix it.

Key Points

• Don't take complaints personally.
• Reward and thank the complainant, apologize, offer a solution, get agreement to the solution, and fix the problem.
• Follow up and make sure the complainant is happy with the resolution.