Bill Gates once said “Your most unhappy customers are your greatest source of learning”. I can only second his opinion. No one can have 100% satisfied customers. There’s always someone that will not be satisfied, whether it’s with the provided solution, quality of the goods or delivery time. Instead of shrugging them off your shoulder, you should embrace them. Dig deeper into their dissatisfaction. Understand why they are dissatisfied so you can learn and improve the customer experience. How can this be done? Reach out to customer. Listen and learn.
At Klarna, we are calling customers who have expressed their dissatisfaction. We call this process the “Dissatisfaction investigation call outs”. The main goal with the call outs is to collect credible and uncensored feedback. It’s therefore important that we do not influence the customer when they talk about their experience. We try to ask as neutral questions as possible to learn more about the case:
- I can see you were dissatisfied with X (the product/process/handling of your errand), do you recognize this?
- Can you please explain your general experience with the product/process/handling of your errand, from the time you placed the purchase till now?
- What would you have liked us to do instead/what do you think we can improve?
It’s important for us that we create a relaxed forum where the customer can feel secure and share their experience. The feedback from the customers is used to improve our products, routines and processes and thereby the customer experience. Every month, a report is compiled with a summary of all the drivers for dissatisfaction and what actions we should take internally to improve. The report is then distributed within the organization with relevant stakeholders, to push for improvements.
Next time when you receive a bad score or hear from a dissatisfied customer, take the opportunity to listen and learn. I can promise you that your greatest source of learning can be found within the dissatisfaction of your customers.
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