Page 85 - Delivering Authentic Customer Experiences

Principle 6 Delivering Authentic Customer Experiences

you must welcome any feedback from your clients…the good, the
bad and the ugly. As Bill Gates says
Your most unhappy customers are your greatest source of
learning.

If the customer is always right, by definition they must be worth
listening to. The simple fact is few people actually complain. They
whinge, mutter under their breath and tell others what an
appalling experience they’ve had, but rarely complain to those
who could actually solve their issues.

The nature of my work means I find myself traveling a lot and
spending time eating alone. Now I don’t mind being Billy-no-
mates as I find it a welcome break after what are usually, very
enjoyable, although invariably exhausting days. It gives me an
opportunity to reflect, plan what happens next and unwind. It also
offers a fascinating insight into how people interact with each
other and their reluctance to share their concerns with service
providers. I witnessed a perfect example of this whilst having a
meal in a pub restaurant. A couple had been served their meal and
the woman was clearly unimpressed, complaining vehemently to
her partner about the temperature and quality of the food.
However, when the waiter arrived at their table a short time later
to check that all was well, imagine my surprise when she turned
and said, It’s lovely thank you. After he’d left, she continued to
whinge.
Complaining takes time, energy and effort, and could result in
confrontation and conflict. Perhaps that’s why people are
reluctant to do it. Therefore, when someone bothers to provide
you with any sort of feedback it generally means they care enough
about your service to want you to do something about it, so it’s
worth taking the time to listen.
You should welcome complaints because:
• it’s free feedback from someone already using your service
• it highlights potential issues for other customers

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