Many business owners and managers have fallen into the trap of believing that every customer is worth fighting for. The age-old adage that tells us the customer is always right has convinced many of us that we need to bend over backwards to satisfy every person who comes through the door. Deep down, however, we all know that this isn’t really true, that customers are actually wrong a lot of the time. We just have to grin and bear it, right? —No, we must admit to ourselves that there are some customers out there who are more trouble than their worth.
In a recent blog, customer-experience guru Shep Hyken listed six different reasons you might not want to work with a customer. (See “Some Customers Aren’t Worth Doing Business With.”) We can simplify his list into two categories of bad customers: the first are the ones who waste time or money by repeatedly returning products or who need constant attention. More often than not, there’s no malice behind these folks’ intentions, although some might be taking advantage of liberal return policies or your employees’ patience. The second category is the real problem, however; these are the abusers. They make unwarranted or dishonest complaints, have unreasonable demands, and are outright hostile with your employees. These customers don’t just hurt your bottom line: they damage employee morale and contribute to a toxic work environment with their animus.
Let’s discuss why you should not bend over backwards for these abusers and how you can empower your team to handle them effectively.
The Drain on Resources
Abusive customers who make unreasonable demands often require a disproportionate amount of time and resources, just like the first category we mentioned above. That’s easy enough problem to grasp before we even consider the other problems abusive customers create. Whether it’s through constant complaints, demands for freebies, or by exploiting your company’s policies, these customers will inevitably end up costing your business more than their worth. Instead of worrying about satisfying these customers, consider how your resources could be better spent. Ironically, a far better investment would be to train and support employees to manage these abusive interactions!
Abusive Customers Erode Employee Morale
But abusive customers are more than just an annoyance or a drain on resources; they can really ruin your employee experience and, in time, damage the company culture. When employees are constantly berated, insulted, or treated unfairly, the impact on their emotional well-being and job satisfaction will become too great to ignore. Burnout, high turnover, and a less engaged workforce will await any business foolish enough to turn a blind eye on these problems. Remember, employees represent a significant investment for your business, one that is too valuable to lose to repeated toxicity. Train your team to recognize when a customer’s behavior goes from assertive to abusive, and encourage them to stay calm and professional. Above all, they should also feel empowered to escalate or terminate an interaction when the situation crosses the line.
Standing Up for Your Team Builds Loyalty
When a manager learns about an abusive customer, he or she has an opportunity to step in and support the team. This sends a powerful message: “We care about you and we will not tolerate you being mistreated.” Taking a stand like this promotes a stronger company culture where loyalty and trust matter, in turn creating a positive environment where employees feel safe and valued. These are the kind of stances that lead to higher retention rates and a more motivated team. In your capacity as a business owner or manager, you must implement clear guidelines on what constitutes unacceptable behavior from customers, and you must trust your employes to uphold those standards without fear of discipline.
Train Your Team to Rise Above the Noise
Not all customers are created equal, and we must admit to ourselves that not all are worth the effort. While every business should aim for exceptional customer service, it’s equally important to close the door on those who cross boundaries. Hyken tells us that we should always leave the door cracked open a little, “just in case they realize the error of their ways. Maybe they will come back, apologize, and become a great customer—one who is well worth doing business with!” We can always hope for that, but the boundary is important. While your employees should be trained to be patient and professional, they should also know they have right to not be abused. Protect your team, protect your culture, and, ultimately, protect your bottom line.
If you want to empower your employees to handle these situations more confidently, consider reaching out to an consultancy like The Brandt Group. We provide powerful training and feedback tools to help your team navigate challenging customer interactions while maintaining a healthy, productive workplace. Don’t let a few bad customers drive your great employees away. Let’s work together to build a company culture your employees can brag about, one where they can concentrate on all the customers who are worth fighting for!
