By Blake DuBose and Mike DuBose
We live in an age where new technologies and innovations are constantly being developed. Yet attempts to make life easier have led to major headaches for unhappy consumers. When we call a company to express our dissatisfaction with a product or service, we must go through a menu of endless options (many of which have nothing to do with our problem) on a computerized system that doesn’t understand our speech. When we finally reach a person, they usually sound like they’re in a rowboat 5,000 miles away and ask us to recite a litany of passwords, customer numbers, and other details. When we state our problem, they “apologize” in an emotionless tone, as if that will magically make our suffering go away! Why can’t businesses treat customers like human beings?
However, new technologies can also be used to spur companies to action as never before. “Businesses today tend to herd customers as if they were cattle, but a revolution in personal empowerment is under way,” according to a July 2012 Wall Street Journal article. Using the Internet, it is easier than ever to share information, including bad business experiences. A massive American bank (which was named one of 24/7 Wall Street business blog’s “10 Most Hated Companies in America”) experienced customer backlash recently when it attempted to institute debit card usage fees. Twitter and Facebook lit up with complaints, and bank officials reversed their decision. We even utilized social networks at DuBose Web Group to help a customer deal with an unresponsive Internet host. Once one of our programmers, John Derrick, mentioned it on Twitter, the problem was promptly resolved.
Sadly, many people seem to have given up on receiving decent customer service altogether. Most dissatisfied customers never complain to the company that offends them, instead telling their friends and family, who then tell others. However, if businesses are unaware of customer complaints, they cannot fix them. To solve issues, customers should take these steps:
Prepare yourself: Expect to be treated poorly, experience long wait times, and fend off pressure to buy stuff you don’t want. Mike’s recent call to his cable company to renew a contract took two hours. He spoke to seven different agents, then got cut off and had to restart the process—twice. The sixth customer rep (who wasn’t helpful) asked if there was anything else he could provide, and Mike said, in great frustration, “Yeah, where’s the closest liquor store?”
The bigger the company you are contacting, the harder it will be to find a person who can solve your problem. The best way to maximize success and minimize your wait time is to speak directly to a human in the appropriate division from the start.
Determine who to contact: Two-thirds of people would rather call a human being with their complaints than complain through other methods, according to a study conducted by Customer Care Measurement & Consulting. Calling is more effective than e-mailing because it is harder for reps to hide behind policies when you are speaking directly to them.
Unfortunately, telephone numbers are often hard to find. Upon first glance, we were impressed by Kroger flyers that said, “We want to hear from you!” However, they only listed an e-mail address. Scour company websites and Google to find customer service numbers to call.
Large businesses have many divisions and it’s easy to get lost. You can increase your chances of success by contacting one that specifically applies to your complaint. If you get stuck in an electronic queue, say “representative” or “operator” to be patched to a human, or find actual peoples’ numbers on a site like www.gethuman.com. If your call has been outsourced to a foreign country and you cannot understand the rep, ask to speak to a US-based representative.
Know when to call: Senior employees (who have the most power to help you) usually work weekdays. Try calling around 10-11AM or 2-3PM Eastern Standard time on Tuesday, Wednesday, or Thursday.
Calmly state the problem: Briefly explain your specific issue and why you’re unhappy, keeping in mind that the person you are speaking with probably didn’t cause the issue. Be confident but respectful and cordial; threats and anger will spark negative reactions. You should take notes, including the names of everyone you speak to throughout the process.
Suggest solutions: Decide upon several satisfactory options (refund, upgrade, return, etc.) before you call. Forbes.com contributor Tom Barlow writes, “Knowing what you want and approaching the company with an attitude of negotiation rather than confrontation offers the best chance of reaching a favorable resolution.” Something is usually better than nothing, so be flexible. Sometimes, just having a company representative recognize and report your problems can make you feel better.
Give them reasons to help: Mention your loyalty as a long-time customer, how the company usually provides good customer service, membership in their elite clubs, etc. Use the representative’s first name and speak in friendly tones. This fosters a personal connection and motivates him or her to help you.
Go up the ladder: If your first point of contact cannot resolve your complaint, politely ask to be transferred to a supervisor. You don’t want them to “prime the anger pump” by telling the supervisor that you’re being rude beforehand!
Proceed to senior levels: If your problem isn’t solved after speaking to a supervisor, move on to the “big dogs.” Search the company’s website and Google to find senior staff names, and then e-mail, fax, or write them explaining the issue (in a clear, thorough, and polite way). We wrote to Delta Airlines’ president about some of our concerns and he actually made changes to their system! We were impressed.
Use social media: If traditional avenues fail, try voicing your concerns on Twitter and Facebook (ask tech-savvy friends for help if you don’t know how). This type of negative publicity can light a fire under a previously uncooperative company!
Know when to give up: If you’re getting nowhere, move on. We recently had a bad experience closing a major bank account. We made a trip to the bank and were assured the account was closed, we made phone calls when we kept receiving statements and fees, and we hand-delivered a letter to the branch requesting the manager’s assistance. No response! Finally, we threw our hands up in frustration. The chain is on 24/7 Wall Street’s “most-hated” list and plans to lay off 30,000 employees soon…wonder why?
The bottom line: Be a smart, patient, and cordial griper!
