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From complaints to opportunities-the  art of customer recovery

发表时间：2024-05-24 15:54作者：BMC Partnership
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The ability to anticipate customer Businesses no longer just sell products or services; they offer customers an experience, where satisfaction is paramount.
如今，企业不仅仅是在销售产品或服务，更注重提供的是一种以客户满意度为核心的服务体验。      
One of the most critical aspects of this process is how companies handle complaints. Rather than viewing reported customer issues as setbacks, businesses can transform them into unique opportunities for brand enhancement and relationship building.
在这个过程中，如何处理客户投诉是至关重要的。客户投诉作为一家企业发展过程中必然会遇到的情况，与其视为挫折，倒不如可以将其转化为提升品牌认知度和建立优秀客户关系的独特机会。         
Consequences of ignoring complaints:
忽视客户投诉的后果
When customers repeatedly report poor service, and their concerns were met with indifference, this leads to more than just widespread frustration. Negative online reviews tarnish the brand and reputation, with sales plummeting as potential customers are deterred by the negative feedback.
当客户投诉企业服务不尽人心且他们的投诉被有意无意忽视时，这不仅会导致客户的挫折感，其散发出来的负面评价必定会损害品牌和声誉，销售额也会因潜在客户被负面反馈吓跑从而急剧下降。
Ignoring customer complaints is not an option; failure to address concerns promptly and effectively will lead to an organisation losing existing customers, as well as struggling to attract new ones.
因此，企业忽视客户投诉是断断不可取的行为，如果不能及时有效地解决问题，企业不仅将失去现有客户，对潜在新客户的吸引也将大打折扣。            
Embracing complaints:
直面投诉
Despite the negative perception, complaints hold significant value. They are a direct line of feedback from customers, offering insights into areas that need priority attention and improvement. By addressing these issues proactively, organisations can enhance their service quality and customer satisfaction.
尽管投诉常被当成负面事件，但不能忽略它们具有的重要价值。一方面，投诉是客户直接反馈的渠道，它提供了需要优先关注和改进的领域见解。另一方面，通过企业主动解决投诉问题，可以达到有效点对点提高服务质量和客户满意度。       
Understanding that complaints are inevitable is the first step. No matter how excellent a product or service may appear to be, there will always be instances where customers are less than fully satisfied.
理解投诉是企业解决问题时不可避免的第一步。要明白无论产品或服务多么出色，总会有客户不完全满意的情况出现。
Instead of fearing complaints, organisations should embrace them as a valuable source of information and continuous improvement. Each complaint is a chance to understand customer pain points and rectify them; ultimately leading to a better overall customer experience.
因此，企业应将投诉视为宝贵的信息源和持续改进的机会。每一个投诉都是了解客户痛点并加以改进的契机，从而最终带来更好的整体客户体验。

Effective complaint resolution:
有效的投诉解决策略
Active listening and empathy - when a customer voices a complaint, they want to feel heard and understood. Active listening involves giving total and undivided attention to the customer, acknowledging and validating the issue, and demonstrating genuine empathy. This not only helps in defusing the situation but also makes the customer feel valued.    
积极倾听与同理心- 当客户提出投诉时，他们希望被倾听和理解。积极倾听意味着需要全神贯注地关注客户，确认和验证问题，并表现出真正的同理心。这不仅有助于缓和客户与企业之间的紧张关系，还能让客户感到自己的感受被重视。
An empathetic response is essential to show that an organisation genuinely cares about the customer experience and is committed to resolving the issue. Key phrases, including: ‘I understand how you feel’ and ‘I’m sorry for the inconvenience’, go a long way in building rapport and establishing trust.
因而，充满同理心的回应是必不可少的，从中能够展示企业真正在乎客户体验并致力于解决问题的决心。关键语句如"我理解您的感受"和"对给您带来的不便表示抱歉"就可以大大促进关系缓和和建立信任。
Swift and efficient resolution - speed is imperative to effectively handle complaints. A swift resolution shows that an organisation values the customer and is serious about addressing their concerns. A streamlined process for complaint resolution should be developed to ensure all issues are handled promptly and efficiently.
迅速且高效的解决方案-处理投诉时的速度至关重要。快速解决问题显示企业重视客户的时间，并在认真对待他们的担忧。所以企业应制定精简的投诉解决流程，以确保所有问题都能及时高效地处理。
Providing a clear and actionable solution is essential; with customers needing to know the steps being taken to resolve their complaint, and how long it will take. Transparent, open communication throughout the process manages expectations and reduces frustration.
这一过程中，提供清晰可行的解决方案是关键。客户需要知道解决他们投诉的具体步骤以及所需时间。在整个过程中企业应保持透明且开放的沟通，这将有助于管理客户的期望。
Learning and improving - every complaint must be seen an opportunity for learning and improvement. Analysis can identify patterns, or recurring issues, and reveal underlying problems that need to be addressed to prevent future complaints.
学习与改进-每一个投诉都是学习和改进的机会。通过分析投诉，企业可以识别出现的问题，揭示需要解决的根本原因，以防止未来出现类似投诉。
Feedback can be used to drive continuous improvement in products, services, and processes. Insights gained from customer complaints can implement effective change. A proactive approach not only resolves individual issues, but also enhances overall customer experience.
利用这些反馈去推动产品、服务和流程的持续性改进。基于客户投诉获得的见解可以实施有效的变革。主动改进的做法不仅能解决个别问题，还能提升整体客户体验。
Building stronger customer relationships - trust in a brand increases when customers see that their concerns are taken seriously and addressed promptly; translating into long-term loyalty and positive word-of-mouth recommendation.
建立更紧密的客户关系-有效处理投诉可以显著加强客户关系。当客户看到他们的担忧被认真对待并及时解决时，他们对品牌的信任度会增加。而这种信任可以转化为长期的忠诚度和积极的口碑推荐。         
A well-handled complaint can also turn a dissatisfied customer into a brand advocate, as customers appreciate when organisations go further than expected to rectify issues. Positive experiences lead to increased customer retention and referrals.
处理得当的投诉还可以将不满意的客户转变为品牌拥护者。客户欣赏企业超出预期地解决问题，这种积极的体验可以带来更高的客户留存率。       
Turning complaints into opportunities requires a shift in perspective and, often, culture. Viewing complaints as valuable insights that drive improvement and innovation can be both a catalyst for sustainable growth and a real opportunity to gain competitive advantage.
将投诉转化为机会需要改变观念。企业与其将投诉视为负面反馈，更应视为能够推动改进和创新的宝贵见解。通过积极倾听、迅速解决问题并从投诉中学习，企业可以提升品牌声誉并建立更强大、更忠诚的客户关系。直面投诉作为企业成长的催化剂，不仅在竞争激烈的现代市场中生存下来，还能走得更远。    
BMC Partnership offers ‘Customer Service’ as part of our full range of market tested, fully customised business training products. Please contact us for more details of this course, which can be delivered in English or Chinese.
作为我们全面经过市场测试、且是定制商业培训产品系列的一部分，BMC Partnership 提供“主动式客户服务”的课程培训服务，且提供中英双语版本。  
About Us
"International standards of service, leveraging local expertise"
BMC Partnership was founded and registered in Shanghai, China at the start of 2018. The company is a partnership and is wholly owned by its two founding partners, Shaun Corrigan (CEO from UK) and Charlie He (Managing Director from China).
BMC合伙企业于2018年初在中国上海成立并注册。该公司是一家合伙企业，由其两位创始合伙人肖恩·科里根（英国首席执行官）和何查理（中国董事总经理）全资拥有。
Shaun and Charlie realised the ongoing need in the Chinese business services market for products of an international standard and the poor quality of many of the existing provider offerings - largely due to a lack of real world business experience and inability to offer tailored solutions.
肖恩和查理意识到，中国商业服务市场对国际标准产品的持续需求，以及许多现有供应商产品的质量较差 - 很大程度上是因为缺乏现实世界的商业经验，无法提供量身定制的解决方案。
Since 2018, we have maintained and developed our shared vision: offering clients cost-effective, fully customised professional solutions as a service standard.
自2018年以来，我们一直保持并发展了我们的共同愿景：为客户提供具有成本效益、完全定制的专业解决方案作为服务标准。
To further benchmark our service standards we are also the licensed China Centre for City & Guilds – the UK’s premier vocational training provider since 1878 – offering accredited business qualifications in English with university entrance pathways.
为了进一步衡量我们的服务标准，我们也是英国伦敦城市行业协会中国授权中心 - City&Guilds自1878年成立以来一直是英国最主要的职业资格认证和颁发中心，并得到全球80多个国家的企业、政府、院校的认可 。
Our ongoing commitment to quality, service, and value has allowed us to continue our growth beyond the Chinese market and to develop an increasing range of market-tested customised business products and services.
我们对质量、服务和价值的持续承诺，使我们能够在中国市场之外继续增长，并开发出越来越多的经过市场测试的定制商业产品和服务。
如果您有兴趣进一步拓展以上知识，请与我们联系，一同探讨我们经过市场测试的全定制培训计划。


Contact (English & Chinese):
Charlie He - Managing Director, BMC Partnership (Shanghai) / Head of Centre, City&Guilds China Centre
Tel: (+86) 186 2187 6930
Email: charlie01@bmconsulting.cn
WeChat: Charlie_HeYu
Company address: 上海市黄浦区人民路885号淮海中华大厦615室 / Room 615, Huaihai China Tower, Ren'min Road 885, Huangpu District, Shanghai China

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