I’d currently put myself in the category of reluctant customer for one hire car company. Having had a no hassle flight that arrived on time, a colleague and I waited for 50 minutes at Edinburgh airport to pick up our hire car – almost the same time as our flight from Stansted!
Now, perhaps everyone was in a pretty chilled mood that day, or perhaps they were in an airport induced stupor as queuing is so much part of the experience these days, but suprisingly no one complained. We waited in line like well behaved sheep. Perhaps that’s why they think it’s ok to make us wait – I can’t quite believe that any of the major supermarkets would be able to get away with that even on the busiest Saturday. What was even more surprising is that no one complained despite the fact that we didn’t get a single apology (I was actually scolded for being in the wrong queue but still didn’t complain for fear of being sent to the back of the right one) or that they must have known how many cars had been booked as most people were clutching on to pre-booking forms.
Now, I didn’t make the booking but they must have had a good deal as all the other desks stood empty as our queue snaked almost out of the door. But how much is 50 minutes of our time worth when we almost missed our meeting – the main reason for the flight to Scotland? If it was up to me I’d go elsewhere but I guess the person who books will do so with a more rational head on and give them another chance I’m sure.
So ,why are reluctant customers much more dangerous than happy ones or complaining ones? Well firstly they tell lots of people – I’m not so discreet about the name with friends and family! Secondly, they have no goodwill towards you or your front line teams who will sooner or later bear the brunt of their frustration. Thirdly, they don’t give you the opportunity to do anything to redeem yourself. And I haven’t even mentioned that they wil sooner or later simply and quietly take their business elsewhere.
Now, I know non of this will be news to those of you in the customer service industry, but very often it is neglect of the simple things that can in the long run lose you customers. So here are my three top tips to avoid falling into the ‘reluctant customer’ trap.
1. People may be wooed by great deals – but if you can’t meet demand then you might lose as many customers as you gain
2. Train your staff to respond to the signs of ‘silent frustration’ – the raised eyebrows or heavy sighs. It’s simply not good enough to say nothing for an easy life
3. Say sorry when you need to – it’s simple, it’s easy and sadly quite rare. Providing you fix the problem for next time it will really build loyalty
Gill
