Drewrys Intensive Learning

Most complaints are handled on the back foot, as a damage limitation exercise.

The course upturns this perception with a positive approach. Every complaint is an opportunity to strengthen the relationship, keep the customer, and do more business with them.

Complaints are therefore greeted with optimism, and as a marketing and PR opportunity.

The greatest irony of all is that the customer does all the hard work for us.

Delegates work on a 4-part structure for dealing with complaints, as follows:

		Playing back the customer's complaint in the same order, detail and, where corporately possible, the same style as the customer's. The objective here is to avoid putting our own spin or interpretation on the complaint. Instead, we show respect and empathy for the customer's position. This play-back approach: a) tells the customer we've read their letter b) tells the customer we've articulated and understood their complaint c) tells us we've covered all the issues d) gets the customer on our side by making it obvious this is a bespoke response, not a stock reply e) earths much of the anger
		Telling the customer they're right. This enhances their status. Examining how to tell them they're right even when ostensibly they're wrong. Examining the very pragmatic ways we can do this without legal implication. The purpose of this section is to enhance the customer's status from complainant to somebody rightfully raising important issues.
		Listing our response to the complaint as actions, in the same order as 1. above (i.e. the customer's order). Many times this can turn our response, visually and psychologically, into a block of offers and benefits.
		Telling the customer they're valuable – this may be our first and only opportunity to do so. Thanking them for giving us the opportunity to address issues which are important to them and therefore to us.

We use existing complaints in the client's portfolio, and work on each section of the programme above. By the end of the course, we have formulated complete responses. We compare them with the old responses.

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