Page 225 - 101 Ways to Market Your Business

101 WAYS TO MARKET YOUR BUSINESS

to a product a customer has purchased, you offer to ex-
change the product or refund the money without hesitation.
Those businesses that refuse refunds are in some cases
breaking the law, especially if the product is faulty. Design
a complaints policy that is fair. If you are not sure how
to approach this, talk to friends in business and ask them
how they handle complaints. Once you have formulated a
policy, make certain that your staff are aware of what it is.

Large department stores offer refunds immediately.
Why? Because they know that the customer will keep
shopping there because they have been fairly treated. Is it
worth losing a regular, loyal customer over a few dollars?

If the complaint is more complicated, it is very impor-
tant not to start arguing with the customer. If it starts
turning ugly, no one wins and you may have to call in a
mediator. From my experience I have found that the best
way to handle a more complex complaint is to follow this
procedure:

1. Keep calm and polite. Treat the complaint seriously.
2. Ask for all the details and write them down.
3. Ask the customer how they would like to see the

problem resolved.
4. Tell the customer that you will look into their com-

plaint and get back to them at a specific time.
5. Find out all the facts from your point of view.
6. Decide on a fair way to resolve the complaint.
7. Contact the customer at the exact time you said you

would.
8. Advise them of all the facts from your point of view

and what you are proposing to do to rectify the
problem.
9. Ask the customer if they are happy with your sugges-
tion for rectifying the problem. If they are not,
negotiations will have to continue until an outcome
is achieved.

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