This week I've been thinking a lot about customers, what makes happy customers, how to use our current customer base to continue growing the business and ways in which past happy customers have helped the studio be what it is today.
At some point this week you will see an article written by me on the Digital Photography School blog on the importance of happy customers and what they can do for your business. But what happens when you run into the rare occurrence of someone who isn't completely thrilled with their product or service from your studio? Maybe they have complaints about what they received or how one of your employees handled a specific situation.
The first way to handle unhappy customers is to never get them in the first place by controlling who hires you. You may be thinking, "I can't necessarily control who my clients are," but we really can, and making sure your target market is hiring you is a huge part in creating happy clients.
But if someone does have an issue that they bring to you, be grateful about it. They are giving you an opportunity to create a resolution instead of badmouthing you or holding a grudge. Here are some steps to take if and when you have an unhappy customer situation:
1. Recognize the concern without being defensive and taking it personal. Use listening techniques such as "I want to make sure I understand your concern - it sounds like you are upset that you received one 4x6 instead of three of them, when you paid for three." Let them know you are working to understand the issue and care about listening clearly to what they are saying.
2. Focus on problem solving not on defensiveness. It's very tempting to say "well I only gave you one 4x6 because that is what you SAID you wanted." But that just takes the situation backwards, not forwards. Focus on what it is going to require for them to leave satisfied and what the best next steps are moving ahead.
3. Don't throw your employees under the bus. It will discredit your assistant or employee if you blame them, even if it's their fault. Everyone makes mistakes and it's the glamorous job of the studio owner to manage them. Something like "Oh wow, I know that Sarah cares very much about our customers being happy and she very rarely makes a mistake like this. I'll talk to her and I know she'll want to take care of it right away." This lets your customer know that while they do have a problem, you trust your employees very much - which also allows you to delegate the problem resolution to them.
4. Under promise and over deliver. Always do this, but especially in a difficult customer situation. You never want someone upset and then making a promise you can't keep. This will make them even more upset - provide the worst case scenario of what you can do to resolve it and then over deliver to impress them.
5. Use apologizes wisely. Don't say you're sorry unless you were truly at fault. It's always important not to apologize for something you didn't do - apology is essentially admitting blame for something and if you missed a photo of the first kiss because well.. they forgot to kiss - don't say you're sorry for that! With that said, take responsibility and apologize if it was your fault in a sincere way that provides them with the sense you care about their satisfaction.
6. Own up to any problems, be proactive, and don't hesitate to provide compensation when necessary i.e. "I'm so sorry for the wait on this album, it took 10 weeks instead of 8 - we framed this 8x10 for you for your troubles, I hope you enjoy it." Even if someone doesn't report a problem, thinking about these types of opportunities proactively will provide people with the insight that you care very much about their satisfaction.
7. Know if and when it's time to walk. Last summer I fired my first client in five years as a professional photographer - and the reason is because she pulled a stunt with myself and another photographer in the area that indicated to me she was dishonest. I wrote her a termination letter and included her retainer in plenty of time for her to contract with another photographer.
At first, it's the scariest thing in the world to end a client relationship, but then your confidence increases. Your remaining clients will sense that they can't push you around at their whim and will. They will recognize that you have a level of respect for yourself and will treat you better as a result.
I wish I could say that in all the years of having a such a great career in photography I have never had a complaint about anything, but I would be lying! Remember that *everyone* makes mistakes, it's what you do about them that really matters.
Strategy Avenue is a place where you can find 
Laura,
I love your blog, and this is one of the such a great post. Thank you so much for sharing your thoughts.
Posted by: Alicia | July 26, 2007 at 10:35 AM
Great Post, Laura. This is something that most of us could print and stick on the wall to always refer to. Thanks for this A-1 blog.
Posted by: sticky | July 26, 2007 at 11:27 AM
Thank you - I haven't read other posts but i will - this one was fantastic and give a lot of knowlage to me.
Thank you again for this kinda post!
Posted by: peech | July 28, 2007 at 12:59 AM
Great information
Posted by: David Chavez | February 28, 2008 at 08:04 AM