Screw up any customers lately? Don’t waste a golden opportunity!

- Joel Fosmire 8.Jun.2022 Second Sight Food for Thought Blog

Early in my career, someone told me — best way to keep a customer forever is to screw them over and then fix it with brilliance. Of course, the ‘screwing over’ part isn’t intentional, but it does happen.

Too often — client service issues are handled with a process-driven, ‘clean up in aisle three’, operational response. May resolve the complaint but does little to keep that client in your camp.

Stipulated: Mistakes happen. Obviously, a learning opportunity for the offending party. But much more importantly, an opportunity to show your client some love.

"...if you had all the answers, you wouldn’t have ‘screwed the pooch' "

If you aren’t aware of the costs that go into demand generation, marketing, nurturing, and ultimately *acquiring* a client, it’s a lot. But you do it because it works. Once you spent the capital, acquired the client, what’s your strategy for *keeping* them? More marketing?

Although there are several intuitive applications for client-retention, customer service is the most neglected. Not saying companies don’t realize the importance of customer service. I’m saying the opportunity to impress the client with brilliance is way under-utilized.

Quite frankly, ego is a huge factor in a lackadaisical response to complaints. If you think you have all the answers, you’re probably going to let the client know that. And yet the client is thinking that if you had all the answers, you wouldn’t have ‘screwed the pooch’.

"...Now it’s your responsibility to untangle the mess "

So my number one call-to-action in all areas of customer service — HUMILITY.

Maybe the customer neglected the proper implementation protocols. Or they let some ‘hack’ manage the project and it went south. Now it’s your responsibility to untangle the mess — OPPORTUNITY.

I represent B2B Technology companies. Technology implementations don’t quite have the same ‘emotional’ components as purchasing an AirFryer. Actually there's one emotional component — straight to anger, cranked to eleven.

"...be a mensch".

The following are some suggestions for providing *great* service in the face of adversity — independent of the problem [this is also known as paying your client-retention dues forward].

Response time. Don’t let it linger. Don’t have a worthy response? Tell the client that. Let them know when, and what they can expect, from the next action.

*time waiting for a response makes folks very angry.

Listen. You may already know the problem and have a fix ‘locked and loaded’. Hold up! Take the time to listen to the client. Let them tell you what you may already know.

*folks like it when others listen to their problems. It’s why therapists are so popular.

Empathize. Your client is your friend (in theory, work with me) and beyond an attentive ear, they want you to feel their pain.

*So feel their pain. It doesn’t hurt a bit.

Strategize. Sometimes hearing that you ‘got this’ can be comforting (like from your heart surgeon). However, it’s just a base hit. If you want a homerun, strategize the solution with your client. You can tell them exactly how it’s gonna go down and still make them feel like they contributed to the solution.

*Vendor-client relationships need to be more than a transaction.

Apply the Intel. You will learn more about your client when things go pear shaped. That intel should be integrated into your nurturing process, touch campaigns. Your client will be much more loyal because you take such ‘good care’ of them.

*Be a mensch.

Follow up. Please don’t think it’s all good, even if it is. Follow up. It’s the final checkmark. The chat that you and your client will enjoy the most.

*All of this makes you the perfect target for referral business.

"...that's a wrap."

Let me wrap this — go ahead and screw up — maybe even screw up ‘epically’ — maybe it’s not your screw up — maybe the client is a flake — doesn’t matter — make it all better with brilliance!

Next blog — Always be snoopin' on your competitors screw ups. Chances are that they are dropping the ball, big time.

Step in. Fix it with brilliance. It’s both fun and rewarding!