You’re working with best intentions, yet you screw up. You drop the ball and hand a disaster to a top customer.
Having the best systems and procedures in the world is the ideal solution, but let’s be realistic. Even then problems can arise.
Yet this doesn’t need to be a relationship terminator. If handled carefully you can restore confidence and even grow your credibility and business.
Consider the case of Roger, a director at a smallish company supplying products to one of the world’s largest producers of mobile electronic devices.
The first run of Roger’s new product critical to the customers own product launch crashed during prototyping. The sensitivity to customer service was high and (premature) calls to immediately alert the customer actually needed to be headed off; just momentarily. After all, the customer needed to know both the problem and his options rather than just hear only the bad news.
Within hours an internal team led by Roger met and came up with robust contingency plans and the means to make-work the current prototype. The full story and a complete solution were available and presented to the customer in a telephone conference before the end of that same day.
Roger’s company is small and feisty so had to work hard to beat-out bigger suppliers for the original contract. Yet despite this setback, their customer’s reactions and ultimate follow-up was surprisingly positive; even following such a nasty supply problem.
The customer was not pleased about the initial problem, but the well-thought-out primary and backup plans went into place and both panned-out sufficiently well. Not only had the damage being largely repaired, but the relationship had prospered.
The results were more orders for future products and a business that grew annually thereafter.
So what happened?
Basically, this large customer both valued and respected the service they received from Roger. They already knew a larger supplier would often not be so nimble and quickly supportive when problems occurred. Importantly, they now also knew they could depend on Roger’s company when there were issues.
There are always problems. No matter how excellent your systems there can be hiccups, screw-ups and oversights. The issue is how you respond.
Roger’s experience is a great lesson. Flawless service is ideal, but problems still occur. When they occur you can grow your relationships and trust by great recovery and support. After the dust settles (and assuming your hiccups in service aren’t too numerous!) you can actually be in a better relationship position with your customer.
It’s in the fires of great troubles that strong relationships and trust are forged.
So what should you do when you realize you’ve caused problems? Try this process if several people need to be involved to explore solutions:
Notify all internal people involved/those who can help
Gather facts and data
Define and assemble a Team that can best get a solution
Brainstorm best Solutions and Alternatives from available facts/data
Quickly document best Plan for customer presentation
When you develop your Plan build in the variability the customer may need. They will often see problems invisible from your side, so be sure you know clearly how you can vary and manage the solutions you offer.
Above all, be sure to notify the customer as early as possible. Ideally you present the Plan and alternatives fully laid out, but you can’t wait forever for a solution. It’s sometimes better to get together with the customer showing a robust outline of facts and action in progress than wait so long that problem impacts might worsen. Notification timing is critical, but remains a case-by-case call.
When you first engage the customer ensure the human element is present. Be mindful of the problem(s) you’ve caused, but be sure they see sincere:
Concern
Ownership and Commitment
Support
Flexibility
Openness and Objectivity and most importantly, your…
Plan options
When you close this contact ask if there’s anything else they require and establish open communication means and channels. Have them confirm they have heard all they need. Don’t expect any bouquets or thanks just yet!
After this, you work through the problem; the whole problem (and its repercussions) till it’s cleared. When all the problems are cleaned-up, you should close with a personal touch (dinner, lunch, coffee or a call) as this should only enhance your perceived commitment. The goal is to ensure closure, acknowledge wrongs, confirm corrective actions and move on, professionally.
Solving problems and preparing unintentional damage does not always go smoothly. These are frequently emotional situations often heaped on people who need no further burdens.
So, your empathy, patience, diligence and practical support in getting the best solution can serve to strengthen the relationship. Work to both fix the problem and enhance the relationship. Use the unfortunate problem as an opportunity and work for the best outcome from the outset.
Have you burned customers in the past? Did you just see downstream business erode as a result?
If you have customers in any form, eventually you will likely cause them problems. The trick is how respond. Why not grow your relationship and business as you plan and execute your response?
Ian R. Mackintosh is the author of Empower Your Inner Manager Twitter @ianrmackintosh