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This idea was submitted by:

Fisher Motors
Minot, North Dakota

Customer Complaints are an opportunity, not a problem.

Research indicates that 60% of dissatisfied new car owners never bother to complain If you are feeling relieved by the customer's choice not to complain - don't be. Research further indicates that this same 60% may never buy another car from that dealer and will, in fact, influence others to do the same. The good news is that research also shows that customer who do complain are far more likely to repurchase if their concerns are handled quickly and fairly. But, if they don't voice their concerns, how do we know who these dissatisfied customers are? And if we don't know who they are, how can we resolve their problems and keep them satisfied customers? The answer is simple, we can't - until we find out who they are. We need to change our ways. We need to quit looking at customer's complaints as problems and begin to look at them as opportunities.

Fundamental Customer Handling Policy: Critical to the success of customer assistance is converting these opportunities into increased customer satisfaction and repeat sales. The following is a list of guiding principles each of us should always follow when handling complaints:

  1. Treat every customer fairly and honestly as you would want to be treated.
  2. Be courteous, prompt, responsive and thorough in your review of handling a complaint.
  3. Don't deny a warranty adjustment because of owner misuse, abuse, normal wear, lack of maintenance, etc., unless we have very clear evidence. Give the customer the benefit of the doubt on the first occasion.
  4. Don't deny warranty consideration solely on the basis that work was performed at an independent shop.
  5. Every effort should be made to secure parts needed. If vehicle is inoperative, emergency procedures (VIP handling) should apply with no premium to the customer.
  6. Make policy adjustments as appropriate based upon each individual situation. The purpose of these adjustments is to protect our reputation and preserve the goodwill of the customer.

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