Are Customers Stupid?
August 18, 2008 by Akemi Gaines
Have you ever received customer complaints or inquires and thought they must be so stupid?
I usually don’t like being controversial, but I have seen so many missed opportunities that I dare to take strong tone today. If you think your customers are stupid, most likely it is you who is not doing the smart things to serve them – and to improve your business.
Sure, they are asking questions that are so basic to you. But isn’t that how you stay in business? They are paying you because you have the expertise they don’t have. So it is on you to explain it in the way non-professionals would understand.
Or maybe they screwed up the instruction and complaining. Is it their fault? To some extent, yes, but again, you are the pro and they are your customers. Can you give them better instructions that are easy to follow?
Customers are giving you great feedback (for free!)
When you view customer questions and complaints as yet another task to take care of, something that consumes your time and energy, you start resenting. But that is not the case at all. These customers are, whether they know it or not, doing a great favor for your business – they are offering valuable feedback for your business growth!
Whatever your business may be, you want to be always improving your offer. And exactly how do you do this? By learning customer needs and wants. So you want to ask for feedback – some businesses even pay to get feedback. And here, your unhappy customers are offering that feedback voluntarily.
Two or more of the same questions or complaints definitely require your attention. Even one. Remember, one customer speaking up represent ten or more customers who’d rather leave quietly.
And don’t just individually address those inquiries and be done with it. Those inquiries deserve more attention. Improve your system itself so that new customers don’t have to ask the same question again. This way, you save your time, too. Further, you may even make more money when you pay attention and work to serve your customers better . . .
How you can make more money by respecting customers’ complaints and inquiries
Here is a story of how a business can benefit by listening to the customers – and this is literally a million dollar story. At a coffee shop, many patrons wanted cold coffee drinks rather than hot espresso during the warm season. Rather than telling them such item is not on the menu, the shop keeper experimented with chilled espresso with milk, etc., and invented a new drink. He contacted the headquarter of the chain, and they liked it, added it to the menu, and now it makes tons of money: Frappuccino at Starbucks. (I heard this story at a teleclass that featured Howard Behar of Starbucks, who wrote It’s Not About the Coffee: Leadership Principles from a Life at Starbucks
To illustrate the case further, let me share something I experienced. A client for my Akashic Record Reading service asked if he could have a written summary of the phone session he had with me. That was back when I just started taking clients, and I was still working on the details of the package I offer. His inquiry made complete sense because I cover a lot of things in the phone session. I didn’t know other psychics who offer written report but I thought I might want to do it.
So I added the written report as an option, with a small surcharge. I wasn’t sure if many people would want it, however, because after all, they can take notes during the phone session themselves. (And to make sure prospective clients know there will be a lot of things to be discussed, I added a few line on the website advising them to be prepared to take notes if that is the way they want to handle.)
To this day, more than 80% of clients order the written report. Wow. It seems busy people really like it because it lets them review the phone session quickly. It also attracts customers who don’t speak English so well – With written report, they can take the time they need to understand my findings.
Action plans
Just a few examples of actions you might want to take for your business:
1. If you have online business, is there a well organized FAQ page? Is it clearly visible on the landing page?
2. If you offer eBook or other written materials, and customers ask the same questions over and over about certain part of the book, is it time for you to revise it?
3. If your customers ask for something that is currently not on your menu or line of service, can you add it?
Have you been frustrated with customer inquiries or complaints? How do you deal with them? Do you have more suggestions for the action plan?
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Great post. I could really relate to changing services for clients. You did a written report. I started doing audio recordings of my coaching phone calls. I had 2 clients that really wanted to listen to the recording of our session over and over. So, I plugged the phone into my Mac with a little gizmo, and voila!
Tom,
Nice. I can see how your clients would like the recording.
Hi Akemi – these are great examples. Your written report service is so useful as it is tough to remember the whole reading. It just shows how profitable customer feedback can be,
Cath,
Thanks. I really think customer feedback is important and we as entrepreneurs are better off paying attention to what they have to say.
This post reminded me of a concert I saw last week by the Spanish singer Conchita. When she was introducing one song she said that no one seemed to understand the message in the song, so he had obviously not gotten it right when writing it. With one person misunderstanding it, it could be the person, but when everyone misunderstands it, then it’s how she wrote it – (specifically in Spanish she said “la he hecho mal”).
I thought that was a great message to apply to my business – if one person doesn’t get something it could be them, but more? Time to check what you’re doing and revise…
Alex Fayles last blog post..Pursuing Happiness: Gretchen Rubin Interview
Popping in to say thank you for the meta tag information you gave me. Many thanks!
Alex,
Exactly! It’s about being humble in its true meaning.
Karen,
You are welcome. Check MwP’s shooting at this blog this Sunday.
I think I have not communicated well, when I think a customer is stupid. One client complained about the color bars and beep on his DVD. Even though he claimed to be an experienced in Video, he did not know what Bars and Tone was and thought something was wrong with the DVD.
I learned to explain to people what they were getting was a broadcast ready version of the show. It ended complaints.
Dr. Wright
http://www.wrightplacetv.com
Dr Wrights last blog post..How to Save Up to 1 Hour a Day!
Welcome Dr Wright,
I can see how that kind of thing happens. It reminds me of my eBook delivery system — I added explanation on how to download it, and I believe I have saved time both for myself and for my customers.
I love this! From both sides of the equation….
Firstly, yes, of course customers are stupid…I’m one of them, and I know I ask stupid questions! But, I depend on the company I am PAYING to assist me to actually assist me with their product, because it saves me hours of valuable time. I guess somewhere in the back of my mind I figure I’m paying to be stupid.
When a company shows interest in my questions & feedback, it indicates the company cares about meeting it’s customers’ needs. (and when they don’t, the next time I’m in need of that product I’ll look for it elsewhere)
From the other side, when I’m doing tech support and someone calls asking for help and they don’t know know what a Start Button is or what Windows Explorer is, I’m used to it and I don’t become annoyed – I find they are almost always pleasant as I’m helping them through it. I’d rather someone be uninformed and easy to work with than rude and hostile (rude and hostile sometimes becomes “stupid” when you’re having to put up with it). In the old DOS days people used to call, asking where the “any” key was…we were constantly upgrading our software to account for questions like this.
Mo,
Haha . . . your comment on ANY key is so funny. I’ve had dumb technical questions but hope they weren’t that bad . . . oh who knows . . .
So as a customer, you are one of those who’d rather just leave. I know. Those companies who don’t serve you well deserve it in a sense.
Hi Akemi,
As a customer and leaving, it varies…I will usually make my dissatisfaction known, but I suppose it’s a matter of ‘volume’ that is used by the time things reach the point where I’m outta there. I begin with more conventional means (conversational) and ask for more help, explain I don’t feel I’m getting help, etc. If I still don’t get help, and/or there is rudeness or apathy on their end, almost invariably that company is indicating they don’t really care whether I stay or go. There are times when I’ll then more explicitly express dissatisfaction (such as when my router goes down and I’m stuck between a rock and a hard place), but it really doesn’t accomplish much other than expend my energy – if I’ve gotten to that point, they’ve already proven they don’t care about my business.
So, I guess, no…I don’t usually sneak off quietly, there is just no one in the forest listening when I’m like a tree falling! That’s an important point – I think a lot of companies have forgotten how to listen to customer input, which is why your post is so great.
As for the “any” key…it still lightens the mood in meetings at times!
Mo,
I see. You are really kind to those businesses because you let them know they are not doing a good customer service. Whether they appreciate it or not is their issue.
I often feel the same way — which is why I wrote this post. Whether they are reading it or not is their issue . . .
That’s a beautiful way of looking at it – I like that! It’s difficult to maintain such a rational, open, and aware mindset, day in and day out. Hat’s off to you!
Mo,
Oh, thank you. Bless your heart.
Customer feedback, and especially negative feedback is vital for helping to build your business. Instead of looking at it as something bad, you should see it as an opportunity to see another side of the service you offer.
Some customers are tools, there is no doubt about it, but have an open mind when addressing their complaints and you just might learn something
Steve,
Exactly. There is always more to learn when we have open mind.
I agree completely with Steve. Laura Bennett, who was featured in this blog recently, has openly invited negative feedback so that she can provide the best product of it’s kind for her customers, and she makes changes based on that valuable feedback. It’s of benefit to all, and she’s providing a product/service that you can’t find anywhere else.
Konnichi wa, Akemi. The Japanese have a reputation for providing stellar service, and in light of this fact, your post brings up some interesting guidelines for treating the customer or client as king (or queen). Is the customer/client stupid? In a manner of speaking, yes. I know that when I call a service rep for assistance, I sometimes feel a little stupid with some of the questions I ask, hoping as I do that I don’t alienate the rep to such an extent that communication breaks down and no further progress can be made. I especially like your attitude that the customer/client is a potential gold mine of information and feedback for improving a product, service, or the delivery of said product or service. This is the key for tempering impatience with customers and clients. I would, however, take issue with your blanket endorsement of treating all actual or potential customers/clients as royalty. Sometimes (not often), they do need to be put in their place for consuming too much time and resources, even to a point of letting them go from your business. But I would hope this is the exception rather than the rule, even after bending over backwards to provide excellent service.
Sayonara,
Christopher
Hey Akemi, thanks for popping by Rebel Zen today, I enjoyed this post so I’m subscribing for sure. This topic made me remember when I used to be a bartender and at the end of the night all the staff would have a drink and go on and on about how stupid the punters were. Early on I used to join in but after a year or two I just used to clam up because it was sooo boring and a lot of it could have been prevented easily (mostly by banning booze. haha!)
Mo,
Laura is great! I enjoyed interviewing her a lot. She is very professional and has a heart to help customers the best she can. Although we are in completely different service area, I feel strongly for her attitude.
Chris,
Yes, I think my background as Japanese has a lot to do in expecting excellent customer service, both in others and in myself. And you bring up the important issue of setting up a healthy boundary. Some (just a few) customers demand more than the product / service promises to deliver, and that is when the pro needs to be polite yet clear about the boundary. In my personal experience, this doesn’t necessarily lose the customer — sometimes I earn extra respect from the very client I set up boundaries. I plan to write another post on this issue soon.
In my mind, I don’t see clients as royalty — we are all equal, and deserve mutual respect — regardless of their knowledge / skill level.
Seamus,
Haha . . . thank you. Mocking customers is so unproductive. (Especially when it happens in a bar, I think.)
I enjoyed your blog and your interview. Maybe my approach to spirituality is a bit different, maybe not, and I hope you stay around to find out ^_^
Hello Akemi, I appreciate your feedback. Thank you. I really like what you say about setting clear boundaries to earn the respect of difficult clients. I would, however, persist in drawing a distinction between reality and perception, between the reality that we are all equal at some level, deserving of mutual respect, and the perception that clients be treated as royality so as to better serve them and attract additional business from them and their associations. “The pro needs to be polite”. I like it. I like it a lot. You heard it here first, folks, from Akemi. “The pro needs to be polite”.
Christopher
Akemi, excellent point about politely setting clear boundaries. As a customer, I appreciate it when that is done “for” me – it makes me feel respected, as well as makes me respect the business more.
About Japanese and service…hmmm…I’m half Japanese, and I’m wondering if that was instilled in me from the womb (a high work ethic certainly was, but that is more objectively observed). I’m now wondering if that’s why I get so frustrated with poor services, on both ends (it’s certainly true in the case of mediocre work(!)).
Chris,
Thanks. I guess there are times when the business must let a customer go . . . And I won’t insist I know everything — far from that, I work every day thinking how I can attract more clients, more referrals from existing clients, etc.
Mo,
Living in Japan for a while most likely will.
Well, I’m not sure if the Japanese womb can instill a high standard of customer service
You might like the combo writing I did with my fellow blogger, Hunter, here.
Akemi,
If only you’d known my mom…! If anyone could instill something while their womb was brewing, she could.
I’ll read the post you recommended – I look forward to it! (emotional stuff for me, so I have to have focused headspace) Thank you.
Christopher,
Tough stuff, maintaining the ability to distinguish between reality and perception, especially in the immediacy of real-world dealings with people, but yes, necessary…and rewarding.
Mo,
Haha . . . I guess you know how tough Japanese women can be — while smiling gently ^_^
[...] to Akemi, feedback from the customers you have already is an important key. Akemi provides Akashic Record Readings. She is able to access your Akashic [...]
Hi Akemi, I agree with your post to a certain extent. There are just some people out there who will complain for the sake of complaining. There are also those who are just trying to get something for nothing and play the system.
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Steve,
You are right. But then business needs to have a system to handle that kind of customers, so that they won’t affect the business and other customers.
[...] “Are Customers Stupid?”, we discussed how important it is to listen attentively to customer complaints and inquiries even [...]
It just goes to show you that people can absolutely complain about anything, especially if they feel like they have been wronged in some way. I am still amazed that companies continue to ignore consumers complaints, even when most of them are just like this and would require a very quick simple fix