Sinha, Madhav N. (1991, ASQC) Manitoba Labor, Winnipeg, Manitoba, Canada
This paper contains advice on implementing a quality improvement program to handle dissatisfied customers and to restore the company's image and reputation.
Handling angry customers is a three-step process: (1) recognizing angry customers and learning to recognize both aggressive anger and passive anger; (2) listening to angry customers and using the four key elements of listening: listening empathetically, interpreting the message, evaluating the message, and responding to the message; (3) dealing with the customer's problem by finding out what the customer wants, suggesting alternatives, sharing information, and working with the customer to determine an acceptable solution.
The five-step process for revitalizing your company's reputation includes: (1) Top management must fully support and concur with the plan to deal with the customer's anger and fulfill the customer's expectations; (2) Set standards and determine where the company stands on after-the-sale service quality and where it wants to go in terms of fulfilling promises; (3) Train the staff to handle angry customers humanely; (4) Implement the program in three stages: planning and control of the startup, motivating and directing people, and initiating complaint handling systems that use the data from complaints to improve products and services; and (5) Audit to continually improve the program effectiveness.
Human resources (HR),Quality improvement (QI),Sales,Customer satisfaction (CS)