Not Being Sarkari

Customer generally goes through four stages of emotional atyachar whenever a brand does not live to its promise and he has to lodge a complaint, so that it starts delivering again.

Stage one is denial. Customer could not believe that the brand he has chosen can falter. He is unable to come to terms that the choice he made was wrong as he has put in a lot of resources (like time, money etc) in it. He continues to deny that the brand he chose did not live upto his expectation.

Stage two is anger. Once he is out of denial mode, customer usually approaches customer service department with his complaint, riding on a wave of a high temper. He shouts, he threatens and he abuses. But in return he gets nothing more than apologizes, assurances and better treatment in future.

Stage three is sadness. Customer is miffed. He knows that customer service department is hiding behind strong organization policies. He is not interested in any apologies or assurances. All he wants is a solution which is beneficial more to him than company.

Stage four is acceptance. Customer knows that he cannot do much about it. He is exhausted. He is ready to accept solution provided to him as per company’s policy and prefers to move on.

I think it is important to understand here that these four stages are painful for customer but it can be more painful for organization in future. Sometimes, what seems to be success in short term is actually a loss in long term.

Posted via email from adeshsidhu's posterous