First, a correct view of retail customer complaints
The complaints of retail customers are the expression of unsatisfied desires. Although we have made various efforts, we don't want to see complaints from retail customers. It is unrealistic to make customers satisfied with every service in the huge and complicated service activities provided by marketers.
For tobacco enterprises, retail customers complain about us, on the one hand, it shows that our work is not done well, which leads to customer dissatisfaction; On the other hand, the dissatisfaction of retail customers helps us find out the defects and deficiencies in our own work and improve the marketing and management level of enterprises;
At the same time, complaints indicate that there are unmet needs. If we borrow a famous saying of American President Ronald Reagan: "Crisis is an opportunity in distress", it shows that customer complaints are actually hidden business opportunities, and complaints are a good medicine for businesses to improve. Once used, bad things can also be turned into good things, and enterprises will gain new vitality and vitality.
Second, the reasons for customer complaints
Judging from the complaints of retail customers to tobacco enterprises at present, the main reasons are that the goods needed by retail households are insufficient, the cigarettes of retail households are replaced, the income from making less money is not guaranteed, the promotion of new products is difficult, and they are unwilling to accept electronic settlement and clearly marked prices.
The requirements put forward by tobacco enterprises are not handled in time and the effect is not ideal, and the service methods of service personnel are blunt.
Judging from the causes of these problems, the supply problem involves the deep-seated problems of tobacco enterprises. Because cigarettes are a special hobby with harmful health factors, the state implements the policy of prohibiting collection, and the tobacco industry undertakes the heavy responsibility of providing accumulation for the state finance, and the industry strives for development through upgrading the cigarette structure.
In this context, the cigarette supply structure is not in harmony with the market demand structure. The interests of retailers are not guaranteed, which is related to the monopoly of tobacco and the monopoly advantage of tobacco companies, the operation of retailers and the market environment in which retailers are located.
The reason why new marketing products and marketing methods are not accepted by retail customers is partly due to the ignorance of new methods, partly due to the conditions of retail customers themselves, and partly due to the inadaptability of new methods in the operation and application process.
As for the complaints of retail customers about the company's behavior, some are due to the low quality and skills of employees, some are due to the poor attitude in the process of handling, and some think that the company's regulations and requirements are unreasonable. Based on the above reasons, retail customers are dissatisfied and complain.
Third, the skills of handling customer complaints
1, be prepared psychologically and avoid being emotional.
For marketing, the terrible thing is not to complain but not to ask any questions. Customers who don't give any comments are often the most worried customers, because it is difficult for us to understand the inner world of customers. Haier's corporate philosophy mentions that "complaining is a gift". In fact, retail customers can report their demand trends to the company through complaints.
Therefore, it is necessary to set up a customer complaint hotline, announce the contact information of complaints, regard the complaining customers as our friends, and welcome customers to complain to us.
2. Listen carefully to the complaints of retail customers.
When retail customers complain, the first thing to do is to listen carefully. In fact, some retail customers just want to complain, so as to balance their psychology, and have not asked tobacco companies to provide other compensation.
Therefore, when listening to customers' complaints, you should keep nodding your head to show that you are listening carefully. Don't show impatience and don't interrupt the customer's conversation. When retail customers complain, marketers should never explain or excuse them blindly, which will only waste time and make customers more disgusted.
3. Take active actions to deal with customer complaints in a timely manner.
We should take active actions and deal with all kinds of opinions put forward by retail customers in time, and some problems are difficult to solve in the near future.
If the effective supply is insufficient, in the process of solving this problem, it is necessary to explain this problem clearly, and at the same time introduce the open, fair and just distribution policies implemented by tobacco companies to the majority of cigarette retailers, so as to minimize the dissatisfaction of retailers.
4. The complaints of retail customers should be recorded and analyzed.
Every retail customer complaint and its handling should be recorded in detail, including complaint content, handling process, handling results, customer satisfaction, etc. In particular, new problems arising from complaints need to be studied. By recording, summing up experience and learning lessons, it can provide reference for better handling customer complaints and formulating new service strategies in the future.
In short, in the handling of complaints, we should let customers vent their dissatisfaction, express their understanding, actively solve problems, check customer satisfaction, trace the source and completely eliminate problems.
If we can handle customer complaints with a better attitude, sweeter smile, more patience, faster action and more compensation, our business will be better, there will be more customers and our enterprise will be better.