When customer feels hurt the most?

When customers feel hurt the most is when they feel cheated by us while they are in a vulnerable condition, when they are helpless.

A person approaching a nursing home or a hospital for a surgery is one such vulnerable customer. A nursing home is a place where people arrive out of helplessness. Nobody likes to go there by choice, as it is hardly an enjoyable experience one may look forward to. Here if one is cheated or is taken for a ride, then it leaves a very bad taste with him who spreads the bad word outside, too. One such friend who had recently gone through one such unsavory experience narrated this with bitterness :

I had to admit my mother in emergency for a surgery at a private nursing home operated by a surgeon. When we checked in, we were given options of various rooms. When we asked for a separate, independent room, we were told that they have a Special Room with AC, attached wash-room and a bed for the patient’s companion. The room also has a refrigerator, we were told.

We checked in the Special Room. The room was average and disappointing, with the facilities mentioned were present only for the name sake.

a) The AC was there, but the switch was outside, under the control of the head nurse. She would switch on or off only during a specific time. Also, obviously there was no temperature control possible…!

b) The bed for companion was so small where nobody, except a child could sleep.

c) The funny thing was : the refrigerator was very much there, but it was locked…! When asked where was its key, we were told that it was being used for storing some medicines and the keys can’t be given. If we need cold water, they would provide from cooler outside, we were told, coldly.

d) Here comes the funnier part : The medicines belonged to the chemist shop downstairs. And, the chemist shop belonged to the nephew of the surgeon…! He would come occasionally, whenever he needed to take out some medicines… The most strategic arrangement was, the doctor prescribed medicines which were available only at the nephew’s shop. You won’t find them from any other shop nearby. How convenient?”

The friend was angry and hurt for being shortchanged, because in the name of Special Room, what was given was a set of hollow promises. And the compulsion for buying the medicines from a specific shop was also an irritant. The doctor also charged many things exorbitantly, much beyond the estimate given earlier.”

My friend had no choice but to comply, even though reluctantly. But, he vowed not to recommend this doctor or the nursing home to anybody else. In fact, he alarmed all those who listened to him about the unfair practices going on there.

If we treat our customers badly, particularly when they cannot take any objection, or if we take advantage of their helplessness, they may tolerate it then out of no choice, but they may feel terribly hurt and disappointed. And when their bitter experience is spread to others, it spoils our reputation badly. Our business suffers irreparably due to the poor mouth publicity.

We must not take advantage of the customers when it hurts them the most. The bitter experience they will neither forget nor forgive. Instead, at that time if we genuinely help them, that too, they will never forget and thank us a million times. Such grateful customers will remain with us forever.

Author: Sanjay Shah

Sanjay is the author of "Business Management Simplified" which provides Practical, Actionable Solutions for Entrepreneurs. It is an all-in-one guidebook to start, run and grow a small and mid-size business to the next level. He is also an SME Business Coach, Seminar Leader and Motivational/Keynote speaker, Sanjay is based in Mumbai (India). He advises many businesses on Strategy, Leadership, Marketing, Branding, Customer Experience Management and Organization Development. He conducts various self-help seminars and workshops for companies and groups in English, Hindi and Gujarati. For more info, visit : www.SanjayShahSeminar.com

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