Author: Jake Snelson

We’ll get right to it. Whether you’ve been a small business owner for sometime or you’re fairly new – customer problems are the norm. We’d like to say that once you get into the groove and have worked out the kinks of your business or new venture, customer issues went away, but it just isn’t true. Studies show that 59% of customers have experienced problems in the past six months. But that number isn’t what should be concerning – the fact that most organization’s resolution processes are seriously missing the mark should be.

So how do you go about vetting your current customer problem resolution process? And how do you make changes to improve? Here’s what we’ve found.

Problems Aren’t Just Problems…

Changing perspective is probably the best way to change resolution processes outcome. We’re not just talking about spinning a story or agreeing that the customer is always right – we’re talking about seeing the real problem as something more than just a problem.  With today’s technology, an unhappy customer can easily take their unsatisfying experience to the internet, making it known to the masses. Although something like this can be damaging to your bottom line and ultimately your brand, it doesn’t have to be. As the boss or owner, you can see this as a chance to show your authenticity and willingness to make things right – you’re simply changing your perspective on the situation and with that comes a change in attitude. Instead of feeling frustrated when you approach the problem and the unhappy customer that goes with it, you go into the situation with the upper hand – you know there’s an issue and you’re looking to find a win for everyone involved. This approach makes you the effective leader rather than low man on the totem pole that gets all the dirty work.

You might also be surprised that your new perspective easily rubs off on others.

How to Make a Negative a Positive

Once you’ve changed your perspective, you’re ready to face the problem head on. The very same study that said over half of a customer base would have a problem over a 6 month time span also shows that customers who are engaged in the resolution process are a lot happier than if they’re not included. In fact, 73% of customers repurchase after a problem resolution experience with only 13% remain dissatisfied. So how do you help the customer be a part of the process? We’ve made a short list with a few tried-and-true ideas:

• show gratitude – tell them you’re glad they spoke up and that you want to make it right. Letting them know that you value them as a customer AND that you value their feedback goes a long way.
• ask them what would be the biggest help – you can’t just give away free services or product to everyone, but you can ask customers what might be the biggest help to them seeing that they’ve been inconvenienced in some way. Our recommendation is that you only provide this option to customers who are looking for a positive outcome – some just want to complain  or walk away with as much as they can get – we’re fairly certain you’ve run into both types and can tell the difference between those that are looking to resolve things and those that are just wanting to fuel the fire.
• give clear expectations and a timeline – how many times have you been promised something but then didn’t know the particulars of how it would come about or when it might happen? We’ve been there too. Communicating clear expectations and reasonable timelines helps you build trust with a client who’s questioning if you can help them based on their prior experience. No matter what, don’t promise more than you’re able to give – we recommend building in a buffer when it comes to time so you’re able to go above and beyond expectations rather than disappoint a second time.
• check-in, follow-up, and express more gratitude – once your resolution plan has been put into process or has been completed its time to follow up. Don’t just send a generic survey or boilerplate email. Instead, leave a voicemail, send a text, or shoot them a brief email you wrote yourself checking up on what’s been happening and making sure things are working out in their favor. Again, more gratitude for their patience or expressing that they’re a valued customer will go a long way.

Now It’s Time to Change The Story

As far as the customer is concerned, the story ends with their happy ending – but for you, it’s the key piece to what happens next. Take a look at the different complaints you’ve been resolving. Are there similarities between them? Can you pinpoint where the problem actually lies? If so, it’s time to get to work and see if you can’t change your story so that the issues don’t occur again.

Although the best case scenario would be to eliminate the problem entirely, it’s not always possible. If that’s the case, look for ways that you can combat the problem at hand so you can at least cut down the number of poor consumer experiences you’re compiling. Not only will this help boost consumer perception, but it will build your employee morale because they’re effecting serious change. You might find that new products or services can help combat the issues that are happening and you don’t have to come up with all the answers yourself- encourage employees to help brainstorm solutions so that everyone is apart of satisfying the customer.

So what problems are you experiencing and how are you turning them into opportunities?

Case study: I recently returned from a business trip to Italy where the group I was with had the privilege to meet in small conferences with the CEO’s of Boeing, Reggiani Lighting, Mapai chemicals, Impact Hub, and about 5 other well-known Italian companies.  What I noticed was an amazing similarity. Italian successful business owners are incredibly genuine, so gracious, and always speak kindly about their competitors. If there are faults in their company or of their competitors, the CEO’s would be very open about those shortcomings, but immediately follow the comment up quickly with the faults and difficulties of doing business in that particular industry.  They are genuine people, and genuine business owners, and genuine leaders.

Many business owners wonder, what is the best way to get noticed, make a difference, and grow a great company?  Some say that it’s Mission, vision, follow up, a drive for sales, knowledge, social media influencers, great financial backers, etc.  Those may all be true, however, the truly great business owners and entrepreneurs cannot ever have a truly great product or company without being genuine.  If you want a product to be successful, you need to approach each step of the customer life cycle AND the product life cycle with genuine care. Here are 3 steps to make your business the best genuine business it can be:

Step #1-Show Gratitude

Expressing gratitude not only sounds good to everyone that hears it, but it reminds your team and your customers that you care. Celebrate the wins your team and company have as well as letting them in on your own wins and defeats.

Case study: I worked with a client a few years ago in an industry I didn’t love.  I worked with their company for 5 years (much longer than other clients) because the business owner always treated me with kindness, appreciated my hard work, sent emails, texts, and hand written cards out of the blue stating how my work was truly making a difference to his company, with specific examples.  When there was a mistake or an adjustment to be made, he was very professional about how it was handled. He called me personally, mentioned how grateful he was for all I was doing, and then brought up the change that needed to be made, in a way that showed me he felt like it was something anyone would do, and wasn’t a big deal.  He then closed the conversation with the knowledge he was counting on me and knew I could handle it my own way. .

Step #2-Forgive and Forget

See the world through the eyes of those with which you come in contact.  Many times things won’t seem fair.  Especially in the competitive small business versus big business entrepreneurial world. Take some time to think about why someone controversial would position themselves the way they are.  Don’t rush to make a decision. Take a break and come back to it later. This helps you cool off, see their side/point, and create a plan that works for both. After you have moved on, don’t hold anything against them.  Use negotiative tactics to create a win-win strategy showing the other side that you understand where they are coming from but you need a solution as well. Creative business plans have often come about from collaborating and being open to new ideas while still holding strong to what needs to be done.

Step #3-Give Back

When you have a good year, as hard as it may be, set a bonus aside for those who have worked hard alongside you, even your clients or customers.  Remember that you wouldn’t be where you are without them. Even if you have a bad year, the widow’s mite can go a long way. Use kindness as a motivator and become involved in your community, college, help our your business mentors, send a note and a gift to your collaborators.  Go big here. Big hearts are remembered much more than big sales people. Pay people what they are worth, not necessarily what you have. Honor the conversations you’ve had in the past about giving out raises, even if it’s not as much as you had initially promised.

Team members and customers love gratitude, being noticed, and having a say in the future of the company.  Entrepreneurship can be lonely. Many times we think “woe is me, no one is [giving us kudos, giving back to us, forgiving my struggling company] so why should I do the same for others?” This is not logical, or emotionally sound thinking.  A religious leader, James E. Faust has said:

“As with all commandments, gratitude is a description of a successful mode of living. The thankful heart opens our eyes to a multitude of blessings that continually surround us.”

When we start showing gratitude for what others around us are doing, we start noticing all the good that we are accomplishing.  Sunny dispositions and cheerful attitudes are NOT overrated. They are professional, they create strong leaders and dynamic businesses that people LOVE to follow, work hard for, and be a part of.  So, that being said, “Have a great day!, even if it didn’t start out that way!”

FAQs

1. How can gratitude improve my business?
Expressing gratitude shows your team and customers that you care. Acknowledging their efforts helps build stronger relationships and fosters loyalty, which can lead to better business results.

2. Why is forgiveness important in business?
Forgiveness allows you to see things from others’ perspectives, leading to more constructive solutions. It helps create a positive environment, even in competitive or challenging situations, promoting collaboration and growth.

3. How does giving back benefit a business?
Giving back, whether through bonuses or community involvement, shows appreciation for your team and customers. It builds goodwill, strengthens relationships, and encourages continued support, fostering long-term success.

4. What makes genuine business leadership stand out?
Genuine leaders are kind, open about their challenges, and always consider the needs of others. They build trust, promote teamwork, and create a positive culture that inspires others to work hard and support the company.

5. How can I apply the principles of gratitude, forgiveness, and giving back in my business?
Start by recognizing your team’s and customers’ contributions, handle conflicts with understanding, and set aside resources to reward hard work. Be proactive in showing kindness, and create a company culture that values these principles.