What you do for customer care AFTER the sale is important, too!
A question came up in an online forum the other day. People shared their business policy for repairs.
Nobody likes to hear their work didn’t hold up. My heart always sinks when I get a request from a store or customer to repair a piece. I feel slightly guilty. I take pride in my work and always stress the fact that my work is well-made. In fact, my original studio name was Durable Goods. A broken piece feels like I’ve misled the customer.
It doesn’t help that sometimes the customer is already upset and defensive. “It just broke!” is what I usually hear. Who wants to hear that about our product?? Not me.
It helps to take a deep breath and listen with your heart.
I’ve come to realize a few things about the repair process. First, even expensive, commercially-made jewelry isn’t necessarily impervious to harm. A fine gold chain breaks when a jumping dog snags it, diamonds fall out of their settings and rings drop down the garbage disposal. My jewelry is as well-made as I can make it, but things do wear out, get lost, break down. I don’t need to get defensive if one of my pieces gets broken.
I’ve also come to realize that customers often start out on the offensive because they expect to be given a hard time.
Isn’t that awful?? They love my work, they paid their hard-earned money for it, they wore it every day, it broke, they want to get it fixed so they can wear it some more.
And they think I’m going to be snotty about it. Because that’s what they’ve come to expect from other small businesses and vendors when they have issues with a purchase.
The solution is to immediately reassure them that they will be taken care of. And to offer exquisite customer care.
My first response is, “I’m so sorry that happened! Tell me what’s wrong. Let me make it right for you so you can wear it again.”
As soon as they realize I will listen, and sympathize, and then resolve the issue, they calm down. They are relieved and grateful they will be taken care of.
As they describe or show the damage (depending on whether they’ve called or come to my booth at a show), I assess what has to be done. I offer options–repair, replace, restring, etc.
After I’ve assured them the piece can be repaired, then it’s time to gently find out how the damage occurred.
This will give valuable information about whether the damage is their “fault” or mine. This is not to assess blame. It’s to determine whether I need to make changes in my process, or if this is a “teachable moment” for the customer.
Here’s how I think about it:
If I had TONS of repairs, then it might be MY problem.
A lot of repairs indicates I have to review my product and perhaps make adjustments. Maybe I need to look at my construction techniques and ask myself why I was getting so many returns. Is the stringing material durable enough? Was the glue old? (Even epoxies have a shelf life.) When I was just starting out selling jewelry, I thought I could save money by using cheap spring clasps for my necklaces. The clasps didn’t hold up. That, unfortunately, resulted in a lot of returns for repairs. That was a valuable lesson. I now only work with high-quality components.
If I DON’T have a lot of repairs, then providing free (or at least cheerful) repairs is the best customer service I can give.
Either the customer loved the item enough to wear it often and is disappointed she can’t anymore or she paid a lot for item and didn’t get the usage out of it she expected.
Either way, she has paid me a very high compliment–loving my work, and investing in my work.
Either way, a repair will make her very, very happy, and willing to buy from me again.
A refusal will upset her and you can bet she will let everybody know about it.
So what do I mean by a “teachable moment”?
If I’ve put the customer at ease by reassuring her I will take care of her, and it turns out the damage is not my fault, then there’s an opportunity to educate, to make sure it doesn’t happen again.
A customer indignantly said the artifact on her necklace “just broke.” I immediately told her I was sorry. I asked her to send it to me immediately, and I would either repair or replace it. I apologized for the inconvenience, and she grew calmer. We talked more. She told me she desperately hoped I could fix it, because she loved the artifact (a horse.) Under gentle questioning, she admitted that when she was nervous, she liked to “flex” a flat artifact pendant I’d made. That “flexing” eventually caused the artifact to break.
Her initial defensive attitude was because she thought I would not help her if she admitted she’d broken it, and she was distraught because she loved it so much.
I made her a new, thicker pendant, jokingly telling her “no more flexing!” Because she loved the original artifact so much, I glued it back together, put a backing layer of polymer on it to strengthen it, and made it into a pin.
When I’m feeling defensive, this is important to keep in mind: An item that breaks with overuse means the item was being worn, and worn a lot. One woman told me she never took off the silk cord necklace she’d bought from me. She even wore it swimming, and showered in it.
It took some doing to convince her that silk cord won’t hold up under that kind of usage. But that was just proof of how much she loved it. And I still restrung her necklace. Free.
Last, when you have wholesale customers and get a customer repair request, remember you are actually dealing with two customers–their customer, and the store owner/buyer/manager. When you show your willingness to stand behind your work, you make it easier for the store to do their work–selling your stuff.
Just my humble opinion, and experience. And of course, there are exceptions.
We’ve all had the occasional customer who simply can’t be satisfied. It happens rarely in face-to-face encounters. It’s more common with online sales if you don’t already have a relationship with the customer. When you feel you’ve gone above and beyond, and the customer is still not happy, it may be worth your while to simply take the item back and refund their money.
And if your materials are very expensive, then of course you may have to charge a reasonable fee for repairs regardless of why they are needed.
But even if you must charge for repairs, these are still ways you can make your customer feel treasured. Listening and taking care of your customers after the sale–offering support and non-judgmental service–is excellent customer service indeed.