Those of us selling goods over the internet will know that some customers are more difficult than others. At some stage somebody is going to want a refund.
If you run an honest business, this will be a relatively rare occurrence, and there's no use getting upset about it happening. In fact, by dealing with complaints in an attentive and caring manner, you can often convert a complaining customer into a loyal, long-term customer. More ...
If the complaining customer has not made the problem crystal clear (e.g. "I'm not happy with all this and I want my money back"), send a courteous email apologizing for the problem and ask for clarification on exactly what is wrong.
There are going to be situations when something that is out of your control, e.g. Argentina's postal system, causes a customer to get upset with YOU.
Let's assume the customer has a genuine complaint. Let's also assume that we are an internet company that sells books. It may be something straight-forward like "You sent me the wrong book". In this case you simply say, "Keep that book and I will now send you the correct book".
However most complaints will be difficult and sometimes impossible to easily prove right or wrong - you will just have to accept the customer's word.
An example might be "Page 54 is missing !" or "You charged my card 4 weeks ago and the book still hasn't arrived !" Or similarly "I sent you a money order 4 weeks ago, have you received it yet ?"
Assuming you haven't received the money order, simply ask the customer to take his duplicate receipt to the place he purchased the money order and ask for a refund.
When a customer claims not to have received a paid-for item or claims that the item is defaced or damaged, you are really at the mercy of circumstances and there's nothing you can do except try to make the customer happy, hoping like heck that the customer is being honest. You have no way to prove that the customer is not making it up just to get a free book out of you.
However, a refund is a last resort, not a first resort. Ask the customer if there is anyone else who may have picked up the parcel, or perhaps accidentally damaged it (eg a child may have torn the page out, or a business colleague or wife may have picked up the parcel and forgotten about it).
Do not cast doubt on the customer's story. It will upset them a great deal if you imply they are making up a story. However you are perfectly entitled to bring to their attention other possibilities.
Ask them if they would accept a credit on future purchases rather than an actual refund. For example, if the total cost including postage was $20, offer them a credit of $30. Many customers will be satisfied with this offer. Amazingly, some will accept but never actually use their credit !
Respond promptly to complaints. Everyone hates the feeling of being ignored after they have paid good money. Offer your opinion on what has gone wrong. More importantly offer a solution. I always try to offer MORE THAN one solution so that the customer feels he has some control over the situation.
Show them that you care and they will come back to buy more. The expenses you incur in resolving a complaint will be returned to you many times over through the continuing loyalty of a happy customer.
The whatUseek Weekly Ezine
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