"I'm sorry"

This is a phrase I am getting very tired of hearing. Simply because because people use it and then do nothing. I was prompted to comment on this as I read a blog in which the writer, who had previously flown with Northwest Airlines, was impressed by something they experienced now that Northwest is a part of Delta.

It seems Delta did something to irritate a lot of customers on a flight. (I've had this experience more than once) Delta sent these passengers a form letter along with a credit of 25,000 miles to their frequent flyer account. The writer of the blog was impressed. I am not.

Several years ago there was a report about a similar situation. It was an airline, the now defunct TWA that learned there was a better way to impress a customer - listen to them.

TWA used to allow their staff to hand out 'checks' that were for amounts of $50 to $150 on the purchase of a future TWA ticket. If a person was mad, the TWA person simply handed these out.

Then someone at TWA had an idea. What if they were to listen to customers when they complained? They did so and then asked the customer how they would like the issue resolved. The found that customers asked for far less than what the TWA employee was willing to surrender. Many just wanted to voice their displeasure.

The cost of what the customer asked for was far less than all the 'checks' they had been handing out.

As a reminder, here are the seven steps to solving a customer complaint.

1. Thank the customer for taking the time to tell you about the problem. Most customers will not; they will just tell their friends and family how lousy your business is.

2. Ask the customer to tell you about the problem. The average customer will take less than one minute to explain.

3. Ask questions. This shows you are really interested as well as helps to calm down an angry customer.

4. Take notes. This also calms an angry customer. As you take notes the customer is likely to ask why. Your explanation is that you may need the notes as you call the manufacturer or someone else to help you solve the customer's problem.

5. Ask the customer what they think will be fair. I know this could be scary; reread the TWA story above.

6. Take the appropriate action and resolve the complaint.

7. Follow up with a phone call or note to ask if the solution has been to the customer's satisfaction.

The idea of saying, "I'm sorry" and then explaining to the customer why you have irritated them just makes them madder.

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Thursday, February 25 is our next conference call. As with all previous calls it will start at 8:00 pm eastern time. The topic for the evening is going to be 'learning a new management style'.

In the past month I have visited with many of you who have told me you want to participate in the call as you read the e-retailer but then forget it.

Here's a reminder to mark it on a calendar or planner. You will get a reminder about a week before the call as well as a last minute reminder on the day of the call.

We continue to record the calls as well as now making them available in a mp3 format for those that enjoy their IPod or similar player.

For those of you that are new, participating in the calls is free.

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