.floatimg-left-hort { float:left; } .floatimg-left-caption-hort { float:left; margin-bottom:10px; width:300px; margin-right:10px; clear:left;} .floatimg-left-vert { float:left; margin-top:10px; margin-right:15px; width:200px;} .floatimg-left-caption-vert { float:left; margin-right:10px; margin-bottom:10px; font-size: 12px; width:200px;} .floatimg-right-hort { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 300px;} .floatimg-right-caption-hort { float:left; margin-right:10px; margin-bottom:10px; width: 300px; font-size: 12px; } .floatimg-right-vert { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px;} .floatimg-right-caption-vert { float:left; margin-right:10px; margin-bottom:10px; width: 200px; font-size: 12px; } .floatimgright-sidebar { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px; border-top-style: double; border-top-color: black; border-bottom-style: double; border-bottom-color: black;} .floatimgright-sidebar p { line-height: 115%; text-indent: 10px; } .floatimgright-sidebar h4 { font-variant:small-caps; } .pullquote { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 150px; background: url(http://www.dmbusinessdaily.com/DAILY/editorial/extras/closequote.gif) no-repeat bottom right !important ; line-height: 150%; font-size: 125%; border-top: 1px solid; border-bottom: 1px solid;} .floatvidleft { float:left; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} .floatvidright { float:right; margin-bottom:10px; width:325px; margin-right:10px; clear:left;}
Three quick facts about making a mistake:

• You’re bound to do it.

• It can cost you a customer.

• Most people don’t handle it well.

In fact, disappointing a customer stinks. Fortunately the solution does, too.

S – Shut up. When customers begin to complain, shut up and listen. They need to vent. You need to understand what has them upset. To accomplish both, shut up.

T – Take ownership. Your fault, someone in shipping’s fault, the customer’s fault. It doesn’t matter. Once the customers hand you the problem, make it yours.

I – Investigate the problem. Your customers want to know they’re getting more than lip service. And you want to avoid having to do this again, don’t you?

N – Never offer an excuse. It doesn’t matter why it happened. It just matters that it happened. Once the situation is defused, offer an explanation. But never an excuse.

K – Keep your word. If you say you’re going to call them back that afternoon, do it. If you say you’re going to mail them some coupons or pick up the tab for dinner, do it.

S – Say you are sorry. Use those exact words. “I’m sorry this happened.” “I’m sorry we kept you waiting.” Customers want to hear that you feel bad. They do, and they do not want to feel it all by themselves.

I can see you shaking your head and saying, “Well, duh.” But it’s not a duh. Otherwise more companies would handle problems this way.

So print this off and post it where your employees will see it. Better yet, go over it at the next quarterly meeting. Then walk the talk by demonstrating how it works next time you make a mistake.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2009 Drew McLellan