4 Ways to Turn Dissatisfied Customers Into Brand Champions

Turning a dissatisfied customer into a happy one should be one of the main goals of any business. Unhappy customers leave and often never return and in the age of social media, can be disastrous to your image.  Research shows that finding and acquiring a new customer costs your company about five times more than it does to keep a current one happy. In addition, loyal customers will spend an average of about 65 percent more than a new one. That is a serious boost to your bottom line. 

So why is it that companies fail to give their employees the tools they need to make dissatisfied customers happy?  Customer service pros are hamstrung when attempting to build unshakable loyalty and turn an angry customer into their company’s greatest champions?

While a positive attitude and attentiveness to the customer’s needs will go a long way towards alleviating most issues, sometimes it takes additional strategies to address problems.  Here are four we believe to be the best:


  1. Provide adequate time to connect with the customer. Many customer service departments run on quota systems that mandate each CSR speak to as many customers as possible. If providing quality service is the backbone of your business, strict quotas make it difficult to fully communicate with the customer. Give them the time to build rapport with the customer. Chances are that just being heard will calm the customer down and make the interchange friendly and productive.


  1. Dissect the customer’s issues. Staff who don’t feel rushed in their customer interactions are better able to understand the issue(s) and provide corrective steps. Dialogue is the best way for businesses to ask clients additional questions to figure out how to amend any problems or concerns. Keeping the interaction upbeat and friendly while asking detailed questions can help businesses establish a plan of action for the customer.


  1. Give protocol a rest from time to time. Inc.com recommends businesses give staff support if they need to do what is the best interest of the customer—even if doing so goes against protocols. A skilled and well-trained employee can make the customer feel special because he or she “bent the rules” while making sure the customer knows that it was a one-time thing. Often, this not only keeps a customer but creates a freelance brand champion for your company who spreads goodwill to others.


  1. Follow through and then follow up. Harvard Business Review advises organizations to put time in following up with customers to see if their concerns were alleviated and if there is anything else the company can do. Making it easy for customers to give additional feedback can create a positive, mutually beneficial relationship and maintain communication.


Dealing with a difficult customers can be challenging for even the most seasoned professional, and there will be times when you will inevitably lose one. That’s called doing business. However, providing workers with the tools they need to resolve an issue can go a long way to keep clients happy and maintain powerful and positive relationships. In today’s world, just make sure you’re not handcuffing your employees.


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