Robyn Schmitz

Two words: Client complaint. As leaders, we’re responsible for empowering our teams to turn issues into opportunities. How we respond to upset clients can earn us a client for life.

When I founded High Prairie Outdoors in 2010, I knew we’d create a niche business for high-touch residential. Specializing in a luxury service meant we had to provide an elevated experience to build our reputation. Part of that is having a plan for handling client concerns. No matter what you specialize in, this plan provides a clear process for turning complainers into fans.

Acknowledge. As soon as a complaint is reported, acknowledge that person as soon as you’re able. Timing is key. The longer a person waits, the more their frustrations grow. Respond to their call or message within an hour if possible. If your schedule is packed, inform them that you will be contacting them at a specified time to learn more.

Diffuse. Connect with the client and allow them to release their frustrations by asking for more information about how you can help. Listen without offering excuses or explanations. Remain calm no matter what demeanor anyone else has — but don’t allow abuse. If someone has crossed the line into abusive behavior simply redirect using a quote like this:

“I can understand that you’re frustrated and I’d like to help you. In order to do that, we must be able to speak calmly and constructively. Are you able to do that, or should we pause the conversation until you’re ready to discuss how we can help?”

Seek to understand. By showing empathy and actively listening, a frustrated client will begin to feel that you’re “on their side.” By asking clarifying questions, you’re showing that you care. Empathize with them by letting them know you can understand their feelings. Even if you don’t fully agree with their frustration, you can still provide empathy. Also, avoid making excuses which can make a client feel like you’re not taking responsibility. Complaints are often opportunities, and we capitalize on them by solving client problems. Ask the power question: “What can we do to make you feel better about this situation?”

Resolve or reframe the issue. If possible, try to provide the resolution they’ve asked for. If the situation doesn’t allow you to provide the requested resolution, try to reframe the situation. Reframing can be done in a few simple steps: repeat their complaint or issue back to them using empathy. This shows you’re listening. Educate them on why their requested resolution isn’t possible. Offer alternatives or help them “reframe” by viewing the situation from a positive perspective.

Keys to empowering teams to master client complaints. Create a “Customer Experience Contingency” allowance for your managers. Determine a dollar amount that would allow your team to rapidly resolve issues for clients without waiting for approval. Empower them to solve problems without your input.

Track use of the “Customer Experience Contingency” budget by requiring your leaders to complete a form documenting the issue, the resolution and approximate value of the resolution.

By reviewing the submissions with your team on a regular basis, it will help prevent future issues. We call this our “Issue Prevention Process.” You’ll also be able to understand how issues are affecting your profitability. It can indicate the need for further coaching of your team.

Following the process of acknowledging, diffusing, understanding, asking and resolving will more easily turn complaints into opportunities. Tracking complaints will help provide an indicator of how well your organization is delivering on your brand’s promise.