Wait! I thought the customer is ALWAYS right, you say. Well, the truth is, while the customer is always the customer, they aren't always right. So what DO you do when your customer is wrong? This has long been a problem for folks (like me) who are absolutely committed to consistently creating an amazing customer experience, and/or as in my case, tend to avoid conflicts, especially with the folks who pay the bills.
"Wrong" is undoubtedly often in the eye of the beholder, and it's easy for us to view circumstances through the prism of our own biases and self-interests. But there is no doubt that there are times when our customers demand too much, insist upon a direction that is wrong (for them and/or us), or expect a level of perfection in products and service that is unrealistic or out of whack with the cost for such goods or services.
It can certainly be baffling at times to hear the views of a customer when their expectations dramatically exceed what they have paid for (or haven't paid for).
- Service Industry — Those in a "service" industry most often suffer the "wrong" expectations of customers who expect to pay the minimum possible but expect their needs to met instantly.
- Product Industry — Those in a "product" industry most often suffer the "wrong" expectations of customers who expect the product to work flawlessly forever, AND want to pay the rock bottom price.
And we certainly all know that today, an irrate customer can wreak havoc on social platforms, even if they are "wrong!"
By the way, I put "service" and "product" in quotes because today, the lines have become extremely blurred, with the overall customer experience being what's really driving percieved value. I continue to put "wrong" in quotes, because regardless of how truly wrong someone is, they often cannot SEE the error of their ways, regardless of the evidence before them.
But, the question still remains: How DO you deal with a customer that is wrong?
There is certainly no easy answer, but here are a few suggestions:
- Weigh the stakes. — Look not only at what you have to lose, but also at how much the mistake is going to cost your customer. Then, based upon that assessment, decide whether it is worth continuing to fight for what you believe (knowing that you're unlikely to win the battle).
- Calculate the lifetime value of this customer. — Do they have the potential to be profitable for you, or is this a money-loser both now and in the future?
- Apologize for your part in the situation. — Don't be coy. Be sincere. It is extremely rare that there is not something you could have done to make the situation better than it currently is. Apologies can go a long way to rein in attitudes, even if the customer IS wrong.
- Listen, sympathize, and relate. — Many times a customer just needs to know that you hear them. Too often, our instinct is to fly into defense mode and plug our ears. Resist the temptation.
- Be calm, serious, and direct... oh, and smile. — The worst thing you can do is to just insist that your client is wrong. Be direct, but speak calmly and do your best to show generosity and kindness. Smiling is the easiest way to do that.
- Reassure them. — It's important to let them know that that you are committed to a resolution, not just getting your way. Winning the argument, but losing a customer is rarely a good trade. Look for common ground, a compromise, or simply be prepared to accommodate the customer's needs/demands. Often you can convert a customer who is wrong into a life-long and devoted supporter, if you can find a way to turn it around.
While the steps above can be beneficial in dealing with a customer who is "wrong," sometimes the customer is simply the "wrong" customer. One of the benefits of persona identification is that it helps you identify who you SHOULD be doing business with. If you're wasting your time and energy on customers who can never help you accomplish your business goals, you might reasonably conclude that YOU are "wrong," not your customer.
Losing a customer, or choosing to let a customer go, can be discouraging, disheartening, or even devastating if they constitute too much of your revenue base. However, if they are the wrong customer, or the relationship has degraded too much, it can also sometimes be the best course of action. Even if your customer IS truly wrong (and even realizes it), you are unlikely to ever have the benefit of hearing them say it, so just put that notion behind you. If you do decide to part ways, my counsel would be to finish strong, end on the most positive terms possible, and quickly fix your sights on finding the RIGHT customers.
