Seven Tips for Better Handling Customer Complaints Positively

Keeping a vending or OCS location requires more than low prices or better technology, it depends on good customer service. And no one knows this better than route drivers, who, when confronted with the inevitable grouse, have the opportunity to turn an unhappy customer into a patron for life.

During the National Automatic Merchandising Association's Supervisor Development program at the Spring Expo in Las Vegas, Nev., Jeff Parks, president, C. L. Swanson Corp., Madison, Wis., gave a lecture on handling customer complaints. Although speaking to the owners and operators, route drivers can use the same strategies he discussed.

Remaining calm is essential

The most challenging complaints often come from angry customers, but the key is not to get upset. Although easier said than done, it helps to remember the customer is frustrated or dissatisfied with something that has happened, or not happened -- not anyone personally. Parks' tip is to let a ranting customer vent. "That's what they need," he said.

Being in person, the route driver can make eye contact and nod to indicate he or she is actively listening.

Apologize for something

Secondly, apologize, said Parks. There are ways to do this even if you did nothing wrong. At the very least a route driver can say, "I apologize for the inconvenience caused by…" Or "I'm sorry this wasn't done to your satisfaction…" Or "I'm sorry this happened…"

Next, if the problem is unclear, try to ask for more particulars. Repeat what you understand to be the issue. Get details. This will not only assist in assessing the severity of the grievance, but it will also clarify the information if the issue must be called into the service department or a supervisor.

Parks suggested this question to learn more: "Would you help me understand with a bit more information, so I can correct this quickly and find the best solution?"

The Call back Option

Operators recognize there are different types of complaints. Tom Bergstrom, vice president of Bergstrom Daywood Company, Austin, Texas, said, "If the driver doesn't know the answer, the route driver should say, ‘May I have your name and contact number and I'll have someone call you today.' If someone had a food item, and got sick, then the driver should call it in. Myself or Jim will make that call back," said Bergstrom.

Jack Maybury, president of Derringer Co., Cincinnati, Ohio, has dedicated customer retention managers (CRM) where his drivers can direct complaints. "It (dealing with a problem) is a bit of driver discretion," said Maybury. Because CRMs are trained in customer service, Maybury encourages the route drivers to take advantage of them.

Explain how you will fix it

While asking for more information, discover what solution the customer is looking for in recompense. Parks has found that complaining customers aren't always looking for refunds or price reductions (although about 10 percent are). A sincere apology or assurance of corrective action is often all that's required to make the situation right, said Parks.

Decide what can and can't be done. Jerry Pohlman, a route driver for Central Vending, Janesville, Wis., said, "If I can't fix it, which I usually can, I'll call service and they'll come when they are in the area. Unless it's something like a machine is down, then they'll come right away." He has been working as a route driver long enough that he can handle most complaints. "I've never had to go to the company and say you have to handle this guy, because I can't."

There are two types of complaints that Pohlman mentioned: those about equipment malfunctioning and those about product. Pohlman will take the suggestion for a product back to the provider, or if it's something he knows his company no longer offers and why, he will explain it to the customer. "The most important thing is explaining it until they are satisfied," said Pohlman.

Consider the Long-term consequences