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 Customers are frequently so stressed out by the events in their everyday lives that even the smallest problem with a service industry gets magnified into something seemingly insurmountable. Often, customers just need to vent their frustrations before they can reasonably accept any solution to a problem. Take the customer to a quiet area away from the counter where you discuss resolutions privately.
When the customer has fully related her story, she is ready for a response. Before any other discussion takes place, the customer service rep should offer a sincere apology for a mistake or inconvenience. Once an apology has been offered, the counter person or manager should ask any questions she has regarding the customer's complaint. Asking questions ensures that you will be working on a solution specific to that problem. Every customer is different; therefore, every solution should be different. Ask the customer if your proposed solution will satisfy them.
A chief aspect of the solution is to set time parameters and stick to them. Customers are more willing to work with you if they feel you want to resolve the conflict quickly and efficiently.
Complaint resolution can involve several elements. Some problems can be solved right at the counter by counter personnel, and may never require the involvement of a manager or owner. Informing customers using documentation from an outside, independent source helps to give the cleaner and counter person credibility. Brochures such as DLI's Consumer Information Brochures explain common problems in language that is easy for the customer to understand. In addition, Textile Analysis Bulletins (TABs) and Fabrics and Fashions bulletins (FFs) are available in print form or in CD-Rom format. These bulletins often feature pictures of common problems and are invaluable tools in explaining potential or present garment failures. Many cleaners use DLI's Fair Claims Guide to assist in adjusting the value of consumer garments. Again, reps can work with the customer to establish a solution that both parties feel is the "right thing."
Good customers are worth almost anything to preserve. Re-cleaning is done without question. Managers and counter personnel can make reparations at their discretion up to a specified dollar amount. Sometimes it is more cost-effective in the long run, to keep a steady customer, to pay claims without question. It's a judgement call.
Consumer Consent Form
Use a Customer Release Form when cleaning delicate or antique items. This is a form that drycleaners should use when there is considerable question about the cleanability of the particular article or if there are some specific risks involved in the process they are going to use. Customers appreciate being informed about potential problems, rather than finding out later that the cleaner they were was taking a risk. The drycleaner is considered to be a professional and most judges feel the drycleaner has an obligation to warn the consumer of some difficulty in processing of the article. Many judges place considerable weight on the fact that a consumer release form was given to the customer prior to cleaning. Keep this consumer release form short. It should just inform the consumer that due to a special nature of the article, the drycleaner has some reservations of how the article will respond to the cleaning process suggested. Also, inform the customer that even though they sign this release form, the drycleaner is still a professional and will handle the garment with all the tender, loving care possible. However, if problems develop despite his professional expertise, the drycleaner should not be held responsible.
Independent Analysis
Drycleaners often turn to the International Textile Analysis Laboratory for answers. When analyzing garments, trained analysts use a combination of testing methods, together with their knowledge of textiles, to determine what caused the problem. After all necessary tests are completed and a reasonable conclusion is reached, the lab formulates a report stating its findings. ITAL reports serve three purposes. First, whenever possible, they assign responsibility for damage to a garment. In some cases, the report may be used as legal evidence for arbitration and litigation, or to settle disputes between drycleaners, retailer or manufacturers, and customers.
It is important that the consumer accept the analysis report. Remember, the consumer has probably never heard of DLI and may be reluctant to even consider sending their garment to DLI. There is always the possibility that they feel the report will be biased because the Institute is generally supported by drycleaners. However, with your analysis report, a recent Textile Analysis Brochure is enclosed. This It is important to be aggressive in getting back in touch with the customer and showing concern. Give the customer the appropriate copy of the report (consumer's copy) and have the consumer read the report. Ask the customer if there are any questions regarding its content. Make sure you are familiar with the report ahead of time so you can respond knowledgeably to any questions. Allow the customer to have the garment and a copy of the report so they can proceed further, if necessary.
Working with the Retailer
When sending a customer back to a retail store or a manufacturer to resolve a claim, managers and owners should go the extra mile to advocate for their customer. Maintain a good relationship with local retail stores and with the Better Business Bureau so that you can be a liaison between the customer and the store or manufacturer. When returning the garment to the retailer, it is beneficial for the cleaner and the customer to approach the retailer together. This allows you to explain the process of drycleaning and the particular problem that occurred. Explain that you followed the care label and the retailer has cause to make an adjustment. In most cases, where the analysis report is not accepted by the retailer, it is because of the customer?s hostile attitude towards the retailer. Keep in mind however, the customer is upset about the whole process and feels imposed upon by having to return the article to a retailer.
Customers have a problem realizing that a large manufacturer can make mistakes. They feel it is more likely that the small business, the drycleaner, would be at fault. The customer also feels that since you had the garment last, you are at fault. To summarize the above, we suggest: Give customers a copy of the analysis brochure at the time the article is sent for analysis, Call consumers as soon as the garment and report are returned and setup an appointment to discuss the results. Give customers a copy of the report and answer all questions they may have. Call the retailer prior to the customer returning the article and make an appointment.
Going to Court
DLI has always maintained that, if possible, it is better to avoid appearing in court. All attempts should be made to mediate the complaint directly with the customer, through one of the arbitration panels located throughout the country, or with the Better Business Bureau. However, even with the best efforts to mediate a complaint, one may be drawn into a small claims court. It is extremely important to be well prepared for this experience as preparation will have a definite effect on the outcome.
In a perfect world, customer service representatives would be able to solve all problems with the many means they have at their disposal. However, sometimes a customer and a cleaner are not a perfect fit. If a customer is continuously berating and terrorizing counter personnel, and nothing seems to please him, it may be time to tactfully ask him to terminate his relationship with your business. Of course, saying goodbye to a customer is a last resort option. Owners and managers who train counter personnel to effectively manage customer complaints, and reps who react positively to conflict and view it as an opportunity, can usually turn a bad encounter into a win-win situation for both the customer and the cleaner.
Resources for Conflict Solving
-DLI's CD Rom
-Textile Analysis Bulletins
-Fashions and Fabrics Bulletins
-Fair Claims Guide
-DLI's Consumer Information Brochures
-International Textile Analysis Laboratory
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