Customer Service Strategy | Give Customers The Benefit Of The Doubt
Don’t treat customers like criminals.
When Richard Lee, a senior citizen, returned a damaged new blouse to the department store where it was bought, she was asked for the receipt. Being rather absent-minded she had unfortunately lost it, although she clearly remembered buying the blouse from that store. The assistant gave her the benefit of the doubt and exchanged the blouse for a new one.
Most customers are honest and would be loath to exploit a company’s goodwill. It is therefore unwise to create policies that put customers through rigorous interrogation when they are in pursuit of their rights, for example with respect to refunds and exchanges. The majority of customers can be taken at their word and should not have to prove, with explicit evidence, what they are claiming.
So never doubt a customer unless you have rock-hard evidence that he or she is lying or wrong. When a customer returns a product and states “I bought this here yesterday and when I got it back home I found it was broken,” you should replace the item instantly and with delight, unless you are absolutely sure that the customer damaged the product.
Similarly, if a customer complains that she has been overcharged you should refund the difference instantly, unless it is perfectly clear that she has mistakenly put the decimal point in the wrong place in her calculation.
In most cases (although not all) it is not worth the hassle of arguing with customers who are convinced they are right and you are wrong. You will gain much more mileage if you humbly admit your mistake and allow customers to benefit.
Doubt is just that: it is not certainty. When you are certain that the customer’s demand is unjustified, it is obvious that with politeness and courtesy you should turn it down. This is why it is erroneous to assert “The customer is always right.” Sometimes the customer is wrong.
The danger is that we go around with an attitude of suspicion all the time. This is fostered by senior executives who generate policies, rules, and regulations based on the concept that customers are rogues. They argue that these restrictive policies are necessary to safeguard the interests of the company. This means that if there is any doubt, customers have to prove themselves to the powers that be—and this can be very demeaning to people who perceive themselves to be good honest citizens (as most of us are) and therefore beyond suspicion.
GIVING THE BENEFIT OF THE DOUBT
When the customer complains that the food she has been served is cold, don’t argue. Don’t even raise an eyebrow. Trust that it is cold.
When the customer complains that he has been waiting for more than 20 minutes you might assume he is exaggerating (we all do), but do trust that he has been waiting longer than he reasonably expects. Don’t argue.
When the customer phones to inform you that she has not received the item she ordered three weeks ago, don’t counter by stating that it was posted two weeks ago and the situation is therefore not your fault. Solve the problem rather than explaining it away.
When a group of teenagers who look no more than 14 years old attempt to enter a club for adults, do not give them the benefit of the doubt. Ask for evidence of their age.
When a customer claims a special discount but states that she has lost her discount card, trust your own judgment of her demeanor, her attitude, and her approach. If you still have a doubt about her integrity, apply the benefit of the doubt and give her the discount anyway.
When you give a customer the benefit of the doubt you will create a buzz. Conversely, the buzz will quickly erode as soon as you begin to doubt your customers and show it.
EXCELLENCE CUSTOMER SERVICE PRACTICE
During your regular half-hour team meeting, discuss your customers (internal and external) and the doubts you have about them, and agree how these can be addressed.
EXCELLENCE CUSTOMER SERVICE QUOTE
For buzzing world-class customer relationships, trust and toleration are of the essence. Doubt is the antithesis of trust, and it works both ways.
