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Titled Displeased Customers, 42 Walgreen wrote: The business of handling displeased customers is simply a matter of a little tact and a lot of common sense A customer who has been inconvenienced for some reason or other by an unsatisfactory purchase will often lose his temper and perhaps be quite unreasonable in his arguments In handling such a customer, always bear in mind that if you were in his position, you might be angry, too, and don t forget that no matter what attitude he takes, he is a Walgreens customer and must be treated courteously and with respect You ll note that Walgreen quickly dismisses the customer is always right philosophy for something more realistic (not to mention more sympathetic to his clerk): The customer may well be very wrong, even insulting, but it won t help you to point it out Walgreen counseled: Never argue Don t even talk until your customer has told his whole story Don t interrupt After he has finished his story and is relieved, tell him in a quiet, controlled voice that you are very sorry that he has been put to any trouble Say that you understand how he feels about the matter, etc, and don t blame him for being exasperated Another sage morsel: Interrupting or objecting to a customer s rant no matter how unjustified is tantamount to trying to stop a running chain saw with your hand You ll only get your fingers sliced off, and the chain saw won t notice Better to let it run itself out of energy, in its own time, before taking remedial action It sometimes happens that a customer s complaint is unjustified In such a case, explain your side of the matter quietly and calmly, reminding your customer that there is this or that to be taken into con-
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sideration, too; but even though the customer does appear to be wrong, make an exchange or the adjustment he asks, at the expense of the store And such expense will amount to nothing as compared with the goodwill created Walgreen wanted his employees to understand that even if the customer was not right, they shouldn t be afraid to help the customer understand the larger picture, and they should make sure he or she went away feeling good about the exchange, in any case Notice also Walgreen gave his employees carte blanche to give away the store, to borrow the terminology of those who take a penny-wise, pound-foolish approach to customer service To allow his employees to dip into the company s supplies or cash registers to rectify the situation not only eased the customer s anger but also let the employee know that she or he was a valued member of the Walgreens team, one trusted enough to make such decisions without first consulting with the boss or filling out forms while the customer seethed This is crucial, because handling upset customers is often like putting out a fire: The sooner you get to it, the smaller it s going to be and the less likely it is to spread And there was something else to be gained Displeased customers, if handled diplomatically, can be converted into strong boosters The most fervent believers, after all, are converts Characteristically, Walgreen was thinking of the future, with optimism and an eye on the bottom line He d rather see his employees return a few bucks than lose a repeat customer Remember that Walgreen wrote this long before Americans knew anything of the Better Business Bureau, Ralph Nader, or class action lawsuits No, this was the era in which Henry Ford displayed the retailers contempt for the public when he stated that customers could buy his cars in any color they wanted, so long as it was black When it came to customer service and, by proxy, employee relations Walgreen was way ahead of his time
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