Mercy towards the consumer

Advice from the consultant Orlin Mitushev on how to create loyal customers and not enemies of the brand

Mercy towards the consumer

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The consumer is the one who pays. But isn't he or she seen simply as a person who just pays?

The consumer is the one who pays. But isn't he or she seen simply as a person who just pays? Do businesses strive to keep their customers satisfied, especially when there are problems with the purchased product or if the service has not been performed at the expected level? Does the consumer receive a quick solution to the problem, or are they plunged into a maze from which the outcome is a voluntary refusal to seek their rights? Have companies become more sensitive to customer problems, which are also affected by the pandemic, or are they seen even more as people who have to pay under all circumstances? Here is what Orlin Mitushev, a consultant with extensive experience in sales, shares with us:

Every customer has huge potential. A single purchase can be followed by many others, and in addition, a satisfied customer makes recommendations to others, then they - to others. The customer carries "a large amount of money in his or her backpack" that a company can receive over time. But if consumer feel that the company does not care about them, they turn to others who offer them a better service and a better price. And they may never trust the wrong brand again.

I have prepared a special

scenario for processing complaints

as the customer must remain satisfied, despite any bad experiences with the product or service for which he or she has paid. If the error is not corrected the first time, and it takes several more amendments to correct it within the warranty period, it is a waste of time and money. Once the repair is done, the relationship with the client should not be halted, but to check if everything is fine and if he or she is ultimately satisfied. I notice that during the trainings for processing complaints, all participants try to strictly follow the guidelines. But in the real workplace practice, this is not the case at all. The big problem is in

the personal attitude

of the people. Most of them perform their jobs, but do not want to really commit to what they do. They do not follow the instructions for processing complaints.

There are brands that replace any defective unit with a new one, instead of having it repaired. The replacement can even be with a higher-class product, without the customer paying extra - just as a compensation for the inconvenience caused. This strengthens the trust in the brand and customers start to favour it.

I made a system called "Sales Navigator". This algorithm allows anyone who recommends someone to buy, once a deal is concluded, to receive 10% of the amount paid by the new customer. This motivates all participants in the sales process. But for some people, there is nothing that could make them work harder and better. And that explains

the difference in service

in the different branches or affiliates of the same company. If one does not have the personal attitude to work qualitatively, to follow the instructions for work, showing maximum care for the client, then any external motivation will not work for such people. The feeling of comfort of the employee himself often becomes more important than the rules, instructions and comfort of the client.

There are decent companies that are fighting for their good reputation. But there are also those who do not care about their customers and refuse to solve the problem that the user has faced in using their product or service. They treat their customers in a way to just get them to

have a glass of cold water

The consumer's efforts to obtain any compensation could be so great that one becomes discouraged to follow through. So, my advice in such cases is: Do what you can control. Otherwise, you start working at idle speed, you throw yourself into battles, which you have no chance of winning, if you are faced with an uncooperative partner, no matter what the procedures are. Companies that ignore consumer rights will not last long, as rumours of their unfairness will spread.

Companies who offer

unique products

usually make sure their customers receive a unique service. But even those who do not sell special products can also make sure that their customers are satisfied with the service and after-sales service. Then they will be ready to use the service again. Often the big problem of poor service lies in the particular staff and depends on the current emotional state of a single employee, and not in the procedure itself. Companies that are concerned about protecting their reputation take care of both the product and the customer using the so-called

emotional management

They maintain a close relationship with the customer to create brand commitment and engagement. Anyone who wants to sell well should be able to invest in emotional management, as this is the way to bind their customers both product-wise and emotion-wise. Companies which do not pay attention to these elements lose consumers’ trust. But the employees of the company must have a feeling that they are an integral part of the organization, as well. Only then they would be committed to the implementation of emotional management not just as a duty. Companies need to make such an investment in people, in order to train and motivate their employees. They need to feel like internal entrepreneurs within the company, part of its whole.

Unfortunately, businesses have not become more sensitive to customer problems, which are also affected by the pandemic. There is no social element, companies try at all costs to make up for the lost time and some become ruthless towards the consumer.

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