How NOT to Handle a Customer!

© fotokitas

​I love it when the real world provides perfect examples of how NOT to build a reputation. We've all been through the challenges of bad service in trying to contact many of the major corporations, especially when it comes to finding a person to talk to.  Here's an example with a live body, face to face that left me speechless. But, thanks to the Union Station Hotel in St. Louis, it did give me something to share on this Marketing Monday.

Here's the backstory:

I ran out of deodorant while at ShutterFest. No big deal, I went down to the "Market" in the hotel where they have one of those small pegboard displays with toiletries. The way the store is set up, there's a series of products, from food items to cookbooks and souvenirs across the entire back wall and at the far end a Starbucks-like coffee bar which has the only register. 

There were at least 20 people in line, and only one person working the register. Since the line only moves one custom coffee order at a time, I was not going to wait half an hour to make my purchase. So, I left the store with my deodorant and headed to the front desk to see if I could pay there. On the way, we caught up to one of the hotel managers.

When I asked if there was someplace else where I could make the purchase and told him he needed more staff in the Market, he couldn't have been more indignant. He actually said, "There are four people working in there now!" When we told him he was wrong, he listed the responsibilities of each, including stocking, inventory, etc. It didn't matter if they were in the back - there was only one person visible in the entire store who was working with customers. 

But then he hit the motherlode of stupid comments, "You have to wait your turn! People expect to stand in line at Starbucks!" We responded - "We didn't go to Starbucks, we went to the Market! All I want to do is buy this!" In a huff, he said, "Well just keep it," and stormed away.

And there you have it, how not to treat a customer! 

So, the next time you're dealing with an upset client, whether they're right or wrong, be empathetic. One of the very best neutralizers is to say, "I understand you're upset. The buck stops here. How can I help?" Then, kick back and listen.

"Your customer doesn't care how much you know, until they know how much you care!"
​Damon Richards

While the Union Station Hotel has some genuinely nice people working there, this last trip brought out some of the biggest mistakes in customer service. From the front desk to the restaurant, it was an adventure in what NOT to do. And, with this confrontation, all the manager had to do was agree to look into the problem and help me pay for my purchase. Instead he chose to argue and defend the concept of how they've chosen to run their store.

With every disappointed customer you have in your business, regardless of what the real issue might be or how serious, you have a unique opportunity to build the relationship. Listen, empathize and then solve the challenge and you'll pick up points every time for demonstrating how much you care.