Find a win-win solution
Smart companies view customer complaints as an opportunity to discover unmet needs and use that information to improve upon their operations or find a new competitive advantage. The frontline customer service employees have a unique opportunity to gain more insight into these untapped needs than any other department. With sufficient communication between customer service and other departments, it’s possible to find solutions that solve the problems of multiple customers at once.
The R&D team at Apple found out that consumers liked to use the iPod when exercising.
One great example of this would be the series of iPods developed by Apple. The first iPod on the market was rather large and bulky. Over time, the developers at Apple realized (likely thanks to data gained from customer service initiatives) that their consumers enjoyed listening to music while exercising. As a result, they developed smaller, sleeker versions of the iPod to accommodate this particular segment of consumers.
Be aware that there is a big difference between offering a quick solution to one frustrated customer and actually implementing solutions throughout the company that will ultimately benefit multiple customers. Finding a quick, convenient solution for a customer’s complaint merely isolates the incident and only fixes the symptoms of what could be larger problems in a company’s operations and marketing plan.
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