People want to be more assured about the companies they do business with.
They want to be certain about the honesty and integrity of a company, and to know that their business will be conducted to the highest of standards. In most situations businesses meet or exceed consumers' expectations, because to succeed, it must earn the respect and confidence of those it aspires to serve. The most significant factor in earning consumer respect is to act and conduct business in an ethical manner. Unethical business practices create ill will, not only toward a particular business
organization, but also towards business as a whole.
Consumers, however, also share the responsibility for maintaining an ethical marketplace. When doing business with any organization - be it a store, professional service, or a large corporation - today's consumers should strive to conduct their business following some basic ethical practices in the following ways:
Education
Know your rights and responsibilities, comparison shop, read contracts, and ask questions before you buy. Investigate offers that sound too good to be true.
Truthfulness
Don't return used goods under the pretence that they are damaged if they are not. This practice, as well as switching price tags and shoplifting (or failure to report shoplifters), costs all consumers in terms of time and money.
Honesty
Exhibit the same kind of honesty you expect to receive from business firms. If a firm makes a mistake in your favor, point it out as quickly as you would a mistake in the company's favor.
Integrity
Live up to your obligations. Enter agreements in good faith, and pay your bills when they are due. If you can't, inform the merchant and explain why. You will find that many times there can be arrangments made that will not only help the situation but build a stronger business relationship.
Courtesy
Recognize that employees are individuals. Treat them as you wish to be treated.
Sensibility
Don't make unreasonable demands. Respect the firm's right to limit services and products offered. Don't expect to get something for nothing.
Companies and organizations that are members of LogoWatchDog.com follow our Code of Ethics.
In addition, here are some suggestions to help you set high standards of behavior in buyer and seller relationships:
Treat your employees with respect and fairness.
Make certain that your ethics policy starts at the top level so that company management sets an important example for all employees. Effectively communicate ethics policies to all employees.
Make sure that your company conveys a clear, professional message, to external and internal publics, concerning the ethics of your organization and expectations you hold for your employees. Ensure you have a current Business License.
Establish a customer service program and train your employees accordingly. Make sure the program covers basic expectations on everything from telephone courtesy to handling dissatisfied customers.
Recognize that customer complaints are an opportunity! They can provide your company with the chance to clear up a misunderstanding with a valued customer or identify a very real problem within your organization.
Seek to treat each customer fairly, demonstrate sound business practices, and resolve disputes in a fair and expeditious manner.
Make sure your advertising says what it means and means what it says. Deceptive and misleading advertising will only hurt your business and your industry.
Don't undervalue or overvalue your products or services; doing either could lead to unrealistic customer expectations.
In order to help a potential customer make a more informed buying decision, be forthcoming with detailed information about your business, its product or service, and anything else deemed pertinent to the situation. If possible, provide the details in writing - or with a contract.
How to Resolve Customer Complaints
In a marketplace where millions of transactions take place daily, some errors and misunderstandings are bound to happen, but this statistic is small consolation to the business operator who receives a complaint. There are always two sides to every story.
Whatever the problem or its cause, the manner in which you as the owner or representative of your company respond to your customer is important and worth your careful consideration. The following suggestions should help you reach a satisfactory conclusion for your customer, and in most cases, for your company:
When you receive your customer's complaint, put yourself in their shoes and try to see the problem as though it were your own.
Disregard outrageous claims or expressions of frustration and stick to the central issue(s).
Acknowledge your customer's distress and apologize for it (even if it's not your fault).
Respond quickly and as briefly as you can.
Offer a settlement, a compromise, a goodwill gesture, or some options. Don't just dig in your heels, claiming that truth is on your side and that the other party deserves no consideration.
Defusing an Angry Customer
Some of the customers you deal with will, at some point, display some degree of anger. You will need to defuse the anger so you can focus on the customer's real problems and needs. Here are some rules for defusing anger:
Do:
Listen.
Show empathy.
Remain calm and respectful.
Acknowledge the anger.
Apologize without accepting blame.
Agree with the person who is angry.
Don't:
Providing Good Feedback to the Complaining Customer
After a customer has vented his or her frustration, you will want to provide a good response directed at the customer's problem. Good feedback is:
Descriptive (not judgmental).
Specific to the customer's problems.
Well timed.
Clear and easily understood.
Suggestive of actions the customer may take.
Doesn't make commitments that can't be kept.
In general, follow the "Golden Rule" of business: treat the customer as you would like to be treated yourself. It works in customer-business relations
