INTRODUCTION
I am sure you have come across the many phrases which portray that the customer is always right and error always rests with the business owner or supplier. Possibly, you have numerous of these phrases you utilise yourself. Either way, we are not here to test the validity of such remarks. In this article, we are going to explore ways in which a small trader can successfully utilise Emotional Intelligence when confronted with conflicting situations with the customer.
What is Emotional Intelligence? One may ask. Several head cracking definitions exist but I will simplify Emotional Intelligence as,
The ability to consciously control your emotions in handling situations.
Why apply Emotional Intelligence and not the artificial spontaneous response we are so much used to? You may ask again.
Applying Emotional Intelligence in meeting your overstretched customers expectations will make the difference between remaining in business or losing your clientele.
You wouldn't want a situation where you blurt out your unpolished thoughts to a customer in handling a complaint otherwise it may cost you your business. Trust me, even the most chilled person has a limit to his or her temper if confronted with stressful circumstance, hence the need for applying Emotional Intelligence in meeting your customer requirements always.
Firstly, we explore some of the issues which the small trader faces which prompt the need for Emotional Intelligence. We then look at ways in which the trader can successfully apply Emotional Intelligence in handling the customer requirements.
CHAPTER 1 - THE "QUINTILLION" SMALL SCALE TRADERS HEADACHES
It is in the wee hours of the night, you are fast asleep and comfortable in bed with your spouse. Suddenly a loud knock is made on your bedroom window, "Excuse me, I need air time". How would you react?
You offer customised services, as such, raw materials are not readily available due to the varying needs of your customers. You get another unique order from a certain customer. It takes you time - two weeks for instance- to get the special materials required for this Job. You order everything as per the customer's requirements and complete the job. On delivery of the order, suddenly the customer advises, that's not exactly how she pictured the materials will blend with the finished product. "Please use different materials, I can't pay for this". I ask again, how would you react?
You sell perishables and you supply yet another order you are convinced to all extents that it is indeed fresh to your customers. A passage of time slips - for instance, two whole weeks. Only then, do you receive a complaint from one of your customers that the order you delivered was entirely bad when you supplied it two weeks ago. The story won't end there, the customer demands due compensation for "this faulty order". You inquire from your other customers who you sent the same batch of products only to be told they were fully satisfied with the product - they even add " It's probably one of the best orders you ever supplied to us!". I ask again, how would you react?
Admittedly, the above scenarios seem to be biased towards a certain direction. Why don't we make it more interesting and change the gear a notch higher!
You have just deployed your latest products to your customers. Based on your business model, all payments are made in advance with the extreme case of payment on delivery. Being the proactive entrepreneur you are, you have channelled all proceeds from your sales to your other business which will make returns at a later stage - leaving you broke in the meantime. It doesn't take the first day to end from the time you distributed your merchandise before all hell breaks loose. Customer complaints start trickling in, the batch you supplied is totally unacceptable. In short, you have failed dismally! Full refunds are expected from you for all your customers to urgently source alternative services elsewhere. Meanwhile, a catch 22 situation exists, you are not in a position to reimburse the monies - You are stone broke!. For the umpteenth time, I ask again, how would you react?
CHAPTER 2. A GUIDE TO EMOTIONAL INTELLIGENCE IN MEETING YOUR CUSTOMERS EXTREME DEMANDS
Remember the golden rule in customer satisfaction, Customer is King. Consequently, this makes you the business owner the slave! One wonders where this royalty and slavery relationship starts and ends. The answer is, it is ever stretching. As the business owner, you are always proactively looking for ways to exceed your customers' expectations. However, on the other hand, the customer is always looking for "a better service". Exactly how should you address situations highlighted in the above chapter? Well, the answer is definitely not from the one size fits all category. The suggestions below have been found to be useful in meeting some of these seemingly extreme demands from your customers when conflict arises.
- Take time to understand the real problem as the business owner. Although a quick resolution is expected in most cases from your customer, it wouldn't hurt much to ask for some time to process the complaint - a reasonable time frame of course!
- Never talk when emotions are flaring. The argument would end up being based on ego rather than facts of the issue at hand. You will regret it, trust me.
- Some of these seemingly extreme demands from your customers can be avoided. Specify the full details of your product before one purchases it, which means on purchasing, the customer will be in agreement with the product specifications.
- You have failed as the business owner and you accept it but you are currently incapacitated to provide the required solution by the customer. Why not engage the customer to highlight your plight and work around a mutual agreement. However, find ways to cool a temperamental customer first before outlaying this message. Other wise, it would end up being the classical case of pouring gasoline on the fire!
EPILOGUE
The article wouldn't be complete without your valuable input dear reader. Kindly add your contributions in the comments section below.Are you interested in knowing more on this subject?
You may follow the following links for more interesting reads on the topic.
https://www.linkedin.com/pulse/20141002035925-759682-how-emotionally-intelligent-is-your-complaints-handling-team
https://www.livechatinc.com/blog/improving-emotional-intelligence-customer-service/
结束 Till the next article!
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