Every company, no matter how diligently they may endeavor to do otherwise, makes mistakes from time to time. Many progressive companies, large and small, employ redundant checks to help ensure that each department operates in an optimal, error-free manner. In fact, it is not the company, rather some human being who is likely at fault when a mistake is discovered. We may blame computers, freight companies, email problems, busy telephones and so on, but the truth is that fallible people make the mistakes.



It often is not the error itself that irritates our customers so much as it is our response to the problem or resulting situation. More business volume is lost each day because of poor customer service than as a result of any multitude of mistakes otherwise experienced. Be empathetic; put yourself in the shoes of your customer. How do you feel about excuses, the blame-game, endless paperwork, being put on hold, and being transferred among departments, often without a satisfactory solution to the issue at hand? Become determined to change this direction in your company.

When the inevitable happens, and your customer is now upset with you; how will you respond? Here's an interesting thought: Instead of making excuses, pointing fingers or stalling, first acknowledge the error, taking personal responsibility regardless of who is actually at fault. That alone will likely change the tone of the conversation. This brief respite will allow you the necessary and brief pause to introduce a technique, so rare and infrequently utilized that your customer may temporarily be rendered speechless. Simply ask your customer how she would like to see the situation resolved. Then stop talking and listen carefully to what she says. Listen intently. Make notes. Repeat back to her exactly what she has suggested thus proving that you thoroughly comprehend what she wants. Thank her, for she has actually provided for you a great service, without such, you may have lost her business.

You will find that often, your customer's chosen remedy is the simplest, most effective and lowest cost solution imaginable. The silent customer or the ignored customer, who is not communicated with regularly, is the customer who may be lost forever. When she provides you with the solution, she wants your careful attention and prompt action. Do not dare to ignore or patronize her. Simply act upon this newfound information, communicating to her that you really care about her business. That impression is invaluable and no amount of skilled marketing can accomplish the same result.

You are also now in possession of critically important information. You now know exactly how to please your customer completely, thus keeping her business and possibly further endearing her to you and your company. Problems are often our best friends as they allow us to gather insights into our customer's needs and providing additional opportunities. Yes, problems are actually exciting opportunities in disguise, but only if handled properly.

Mistakes happen. They will always happen despite our best intentions. They do not necessarily have to become costly. Our customers don't expect perfection, for they realize that those expectations are not practical or realistic. They do however, expect our best effort. Mistakes, contrary to the nature of the word itself, may actually prove to be quite valuable... if handled properly. They provide an important opportunity to show our customers just how far we will go to ensure their satisfaction thus earning their business.