Introduction
In this section we are going to think about how we deal with difficult situations and particularly with dissatisfied customers. We will also go through two short activities. To complete them, you will need to access Section 8 in Teams.
Learning outcomes
By the end of this section you will be able to:
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Describe the main causes of customer dissatisfaction in the Library
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Outline the problems caused by dissatisfaction, even when customers do not complain
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Identify best practice for managing difficult situations and apply these tips to a given scenario
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Summarise ways to obtain and use customer feedback in the Library
Customer dissatisfaction
Causes of customer dissatisfaction in the library
- Perceived rudeness or indifference of staff.
- Delays and queues.
- Behaviour or other customers.
- Opening and closing times of the library.
- Equipment not working.
- Noise
- Overdue charges
If dissatisfaction can occur for so many reasons, why don't we receive more complaints? Please contribute some ideas in our 'Reasons for not complaining whiteboard' in Teams.
Complaints
When customers complain, it is often difficult to remain detached and impersonal.
Complaints are a valuable resource for improving our service and ensuring that we maintain our standards. Not everyone complains when something goes wrong, so we need to value the information that we receive.
"Fun" Fact:
90% of dissatisfied customers do not tell us something went wrong and they leave with a bad impression. Even worse, they can tell others instead, who will develop a bad impression about our service without even experiencing it. Please take a few minutes to reflect on the consequences of bad word of mouth. What would happen if our students and other customers spread the word about their bad experience with us?
Difficult situations
What makes a situation difficult? Does it have to do with the words said? The tone of voice and body language? Maybe it was just a feeling? Or a desire to do something to help that you know you cannot?
Go to the 'Examples of difficult situations whiteboard' in Teams and share some examples of difficult situations you have experienced. In addition, we would like you to think about any difficult situation you found yourself in, as a member of staff, or as a customer. It would be really interesting to see what made the situation difficult for you.
Dealing with a situation
Dealing with a difficult situation involves a number of different steps, depending on its specific nature:
1. Dealing with feelings
- Don’t take complaints personally
- Remain calm and in control
- Listen to the customer
- Empathise
2. Dealing with the problem
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Know your organisation’s policies
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Show that you are sorry they are in that situation
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Find out what the person wants
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Suggest alternatives and agree what is to happen next
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Follow through
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Try to stop the problem recurring
We’ve talked about reacting to specific complaints, but do you think it is important that we actively seek feedback from our customers? And if so, why? What methods can we use to obtain feedback?
Gathering Customer Feedback
Although we have formal mechanisms for gathering customer feedback, we should all be alert for those comments or complaints that might give us some valuable customer insight or be the root of a positive change. Here are some of the ways we collect customer feedback:
- Talking to customers at the help desk or while roving.
- Noting comments.
- Communicating any observations you make while in the library.
- Tell us what you think forms on web pages.
- Surveys and questionnaires – NSS, PTES.
- Mystery shoppers.
- Staff Voice committees attended by liaison staff and other school/faculty meetings.
- Focus groups.
Below, you can see some reasons why feedback is important:
- Improve service
- Prevent complaints
- Maintain reputation
- Keep our customers
- Keep our jobs!
What other reasons can you think about?
Summary
When dealing with difficult situations, remember:
- Customers who don’t complain may not be satisfied
- Don’t take complaints personally or get angry
- Take action to deal with complaints and solve other problems as soon as possible
- Thank customers who bring problems to your attention
- Try to stop the same problem occurring again
- Use customer feedback to improve service standards
