How Easy Do You Make it for People to Complain?

 

I’ll share the good one first to build the suspense. I saw a nurse practitioner (NP) at the healthcare clinic who was friendly, professional, and thorough. Although my personal experience was excellent, I couldn’t understand Walgreens’ business model at all. In total, the NP spent almost an hour with me, with the most time taken by computer data entry. It was a cumbersome process to go through every patient record page and fill in all appropriate fields.

 

My total visit came to $90. Imagine if Walgreens hired nursing assistants or healthcare workers to do the data entry (based on the NP’s notes), the process would speed up considerably. This would leave time for the NP to see more patients.

 

More patients = more prescriptions filled and more  revenue. It would also reduce wait times so patients could get in and out faster. I arrived around 9:45 am and didn’t leave the store until noon with my meds in hand.

 

 

As I checked out at the pharmacy counter, the customer in the stall next to me was miffed that his statin drug was out of stock—again. I heard him vent his frustration to the pharmacist about the drug, plus, while he was rolling, he expressed his dissatisfaction with two of the pharmacy staff. The man had been a customer there for the past 12 years, he said.

 

The pharmacist apologized about the drug being out of stock and reassured the customer that he could pick up the script the next day. But, he didn’t respond to the other complaints. He seemed flustered and kept quiet.

 

So, leave it to me, I piped in and asked the pharmacist if Walgreens has a customer survey the man can complete. The pharmacist suddenly remembered that there’s a survey link on every cash receipt and pointed to it.

 

The customer asked who was in charge and the pharmacist gave him the manager’s name, who must not have been in the store because the pharmacist didn’t offer to page him. The customer left telling the pharmacist that he hoped he didn’t experience other customers like him the rest of the day.

 

Imagine, the complaining customer apologized for politely complaining! And, in the end, who heard the complaint? One employee, who will do nothing! So, the customer goes back into the dissatisfaction rotation, until one day, he just might quit Walgreens and look for another pharmacy.

 

 

IF the pharmacist had been properly trained to actively listen to the customer’s complaints, apologize, say why Walgreens values this customer’s feedback, and then take action, the experience would have been so much better. And, all he had to do was tell the customer that he would advise the pharmacy manager who would be in touch the next day.

 

The manager would call personally and again, thank the customer for taking the time to voice his dissatisfaction. He would actively listen, taking notes until the customer completed his “story,” and then would promise that he will investigate and call back within 24 hours.

 

After investigating, the manager would re-call the customer and share the resolutions to his complaints. And, to thank the customer for taking the time to provide feedback (complaint), the manager will send him a discount coupon valid at that store location.

 

The customer’s database file would flag the experience, so the next time, pharmacy employees would know to add extra TLC with the customer and ensure he was thoroughly delighted.

 

 

Bottom Line: Never allow a customer to leave or hang up the telephone without addressing his complaints or advising him that you will follow up. Without an easy way for customers to complain, their frustrations will fester and the outcome will not be good for your business or organization.

 

And, here are the stats to prove it:

 

• It takes 12 positive experiences to make up for one unresolved negative experience. (“Understanding Customers” by Ruby Newell-Legner)
• News of bad customer service reaches more than twice as many ears as praise for a good service experience.(White House Office of Consumer Affairs)
• 3 in 5 Americans (59%) would try a new brand or company for a better service experience. (American Express survey)
• 91% of unhappy customers will not willingly do business with you again. (Lee Resources)

 

BUT…

 

Resolve a complaint in the customer’s favor and he will do business with you again 70% of the time. (Lee Resources)

 

So, does YOUR business or organization make it easy for people to complain? If not, what can you do about it?