Handling Conflict

Great article from Club Industry about how to handle member complaints: Give Your Staff the 'LAST' Word

What method does your company train on when going over conflict resolution/handling complaints?

At Wisconsin Athletic Club we train on the "LAUGH" method. Listen Apologize Understand Get it solved Happy ending. The similarities between "LAST" and "LAUGH" go to show you how important it is to 1) listen, 2) apologize, and 3) get the problem solved.

With the "LAUGH" method we also emphasize showing empathy and having that genuine interest in their problem with the "understand" portion. And we also focus on not only getting it solved, but delivering that little extra to get a "happy ending". That happy ending can also be known as the "plus 1". Not only do you want to solve the problem, you want to deliver that little extra that sticks with them so they remember how well you handled their problem.

In a book by Jeffrey Gitomer: "Customer Satisfaction is Worthless; Customer Loyalty is Priceless" (a book I highly recommend from my reading list), he explains that satisfied customers are the lowest form of acceptance. You want to create loyal customers, because they are the ones that actively refer new customers to you and are a positive advocate for you and your company. One way to create loyal customers is to deliver that "plus 1" when solving their problems.

For example, at WAC, if a personal trainer were to double book themselves with a training client and a Fit University appointment (what we call the 2 - 1 hour sessions every new member gets) we would handle it by not only re-scheduling their appointment, but by also giving them an additional Fit University appointment to use, giving them a beverage, and showing them any equipment they wanted to use at that time. We take that negative experience, solve the problem, and then deliver that extra so they're not only satisfied, but WOW'd by the lengths we took to compensate for it.

Some companies have go-to people that handle all complaints, but upset customers don't want to be put on hold or have to wait to deal with the issue. If you're a manager you should train and empower front line staff to handle all complaints and see them through to the end. Allow them to deliver the resolution and "plus 1" without asking for permission. Train them, empower them, and trust them and they'll do wonderful things for you and your company. (to train staff, read the Gitomer book about the role playing scenarios, create your own, and implement them)

Take a look at what you and your company currently do to solve problems or handle complaints. What could you add to the resolution to deliver that "plus 1"? And how could you improve the process in which problems/complaints are received and addressed? In other words, what can you do to create loyal customers that brag about how you handled their issue?