Going beyond an unhappy customer

We all have tales about feeling frustrated as unhappy customers, and the question for me is how to go beyond whining and moaning – and then defecting to another vendor – to offering advice to the offending supplier so they can restore our confidence and fix the issue. Hopefully not just on a one-off basis for us, but systemically. Sometimes the issue has to do with the attitude and behaviour of the people, sometimes it’s a policy problem, and just as frequently it’s a systems one.

I’ve written before about good and bad experiences of mine, and here today are some more stories, the first of which I was told about by a friend who, knowing I write on this topic, cried on my shoulder about his miserable experience at a coast hotel. Like me, he also consults on customer-friendliness, and that makes us the more frustrated when we are not treated well, knowing how much better things could be – for the benefit of both parties.

The hotel in question is one where he’d been staying several times a year for over 25 years with his family, from when he was a young child. On the last day of each stay his father would book and pay for their next one, reserving the same rooms. He would always be offered a very generous discount as an appreciation for his long-term loyalty… until this year when the family stayed at the hotel without their father, who had recently passed away. They came to honour his legacy and to bring back the many good memories of their times together here.

This time the attitude of the management had transformed from displaying warm and generous hospitality to being mean and unresponsive. When my friend was offered but a notional discount as he went to pay the bill he asked to see the General Manager (GM), certain that at least some of the earlier generosity would be restored.

But the GM proved to be cold and tense, clearly not interested in the decades-long history of the family’s connection with this hotel, and defensive about the meanness, which he justified thanks to the economic hard times.

Reluctantly he offered a small further discount, but for only some of the days, leaving my friend feeling he’d never want to go there again. Never mind that he’s been sharing his tale of woe with me and so many others since then. As he had been with the top person at the hotel there was no one further to whom to escalate, so that was it – a sad lose-lose ending to the story.

My second tale of woe has to do with DStv, who out of the blue sent me a mail confirming that my password had been successfully changed. I replied, stating I hadn’t sought a change, and another mail came immediately, seeking my personal details so they could deal with my case. I sent these, only to receive yet another one asking for further information, including about the country of registration of my decoder. "Why not with the first mail?" I asked, expressing my frustration. A third mail arrived, informing me that as my decoder is registered in Kenya they can’t deal with it from South Africa, so I must get in touch with Multichoice here, whose contacts they provided.

I called them, and after pressing the right buttons on my phone, to confirm I wanted to speak in English, had “other” queries to pursue etc., a friendly agent listened empathetically to my case. I told her, as I do to such front-line operatives, that I was talking “through” and not “to” her, requesting that she refer my complaints upwards, which she promised to do. Let’s see.

This is the problem with so many automated customer-response systems – like the NTSA one whose portal I accessed to obtain my new car registration number plate, when it informed me that my effort had failed, without explaining why. Again, fortunately when I called them a very friendly agent helped me.

Online banking systems are in my (and others’) experience often the most complex and challenging to manoeuvre through, leading me to wonder if the staff of these – and other – organisations ever go through the experiences we do. It’s why in an earlier article I wrote about coaching the radiologist who was so disconnected from my discomfort while lying on his MRI that he should spend a similar time there understanding why patients find it hard to remain still for so long.

My conclusion is to encourage you to go beyond being the disgruntled customer to becoming the helpful consultant, sharing your bad experience and also suggesting how things could improve – as I did with Multichoice, with NTSA, with my bank and with others. As for my friend’s hotel, you know who you are!

Mike Eldon is chairman of management consultancy The DEPOT, co-founder of the Institute for Responsible Leadership and member of KEPSA Advisory Council. [email protected]

www.mike-eldon.com