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クレーム対応の基本とは?NG行為や注意点も紹介 クレーム対応の基本とは?NG行為や注意点も紹介
クレーム対応は悪いことばかりではありません。もちろんクレームが出ないように努めることが大事ですが、クレームはサービスの改善につながったり、リピートを生み出したりすることにもつながります。
ただし、クレーム対応を間違うと、二次クレーム等を生み出してしまうこともあります。記事ではクレーム対応の基本を紹介し、NG行為や注意点を解説します。
クレーム対応の基本を知りたい方はぜひ参考にしてください。
<目次>
クレーム対応はなぜ重要?
クレーム対応はカスタマーサービスのなかでも非常に重要です。まずはクレーム対応が重要な2つの理由を確認しておきましょう。
サービスの改善につながる
クレーム対応はサービスの改善につながります。
クレームは顧客という第三者目線からサービスに対して意見してくれるものでもあり、社内では気付けなかったポイントを指摘してもらえることも多いでしょう。
クレームを分析してサービス改善に反映することで、より質の高いサービスを提供できるようになります。
リピートを生み出す
クレームは喜ばしいことではありませんが、丁寧に謝罪して顧客のためになる解決策を提案できれば顧客の満足度を上げられる可能性があります。
普通の顧客は失望したら何もいわずに去ってしまいます。逆にいうと、商品サービスや対応に対してきちんとクレームを言ってくる顧客は一定の愛着や期待を持ってくれていることが多いのです。
だからこそ、クレーム対応に満足するとリピーターになる事例も少なくありません。
電話でクレーム対応する際の基本
以降はクレーム対応の流れを状況別にいくつか説明します。まずは電話でクレーム対応する際の基本です。
電話でのクレーム対応の流れ
電話でのクレーム対応は下記の流れが基本です。
- 1.挨拶
- 2.顧客の話を聞く
- 3.お詫びを伝える
- 4..事実を調査する
- 5.対応策を伝える
- 6.謝罪と感謝を伝える
まずは細かい内容を確認する前に、クレームに対して謝罪しましょう。勘違いの場合もありますが、顧客に不快な思いをさせてしまった、手間を取らせてしまったことは事実です。
ただし、内容を確認しないまま自社の非を全面的に認めるような謝罪は避けましょう。
次に、顧客の話を丁寧に聞きます。状況や原因がわかったり、仮説が立ったりすると「早く解決したい」と思ってしまいがちですが、顧客の気が済むまで話してもらうことがクレーム対応のポイントです。
きちんと話を聞くことで、顧客の気持ちが落ち着きます。顧客の感情に共感しながら、相手の話が終わるまで傾聴しましょう。
また、「いつ、どこで、どのようなことが起こり、何に不満を感じているのか?」などを具体的に把握するため、メモなどでわかりやすく事実を整理しましょう。
なお、後々のトラブルを避けるため、電話等ははじめから録音しておくことも有効です。
クレーム内容の大枠を聞いたら改めてお詫びを伝えましょう。クレーム対応では顧客が興奮していることも多いため、冷静な対応で丁寧に謝罪します。
まず冒頭の謝罪と同じく、顧客の手間や不快な体験をさせてしまったことなどに対して謝罪します。
なお、自社に非がある点は明確に謝罪することが大事ですが、自社に原因がない、状況が不明なことに関して「自社の非」を認めてしまう謝罪の仕方は避けましょう。
お詫びを伝えたうえで必要があれば、一回電話を切るなり、顧客からより詳細に事情を確認するなり、事実を調査します。そのうえで、対応策・解決策を提案しましょう。
伝える際は一方的ではなく、顧客と意見を擦り合わせるのが大切です。
最後に再度謝罪し、電話で伝えてくれたことに対してお礼を伝えてください。前述の通り、商品・サービスに不満を抱いても連絡などしない顧客が大半です。
クレームとはいえ時間を割いて伝えてくれたことに対してお礼を伝え、良好な関係を築こうとする姿勢が大事です。
メールでのクレーム対応
次に、メールでのクレーム対応を説明します。メールでのクレーム対応も基本的な流れは電話と変わりません。
ただし、テキストでのコミュニケーションになる、また、文字として明確に残ることから、電話以上に対応に細心の注意が必要な部分もあります。
クレーム対応メールの書き方
クレーム対応メールは下記の手順で書くのが基本的な流れです。
なお、すぐ返信できるようであれば、すべてを一通のメールに記載しても良いですが、調査や対応の検討に時間がかかるようであればクレーム内容を受領したこととお詫びだけを早急に返信しましょう。
その後、調査の終了後に改めて下記内容を盛り込んだメールを送りましょう。
- 1.件名
- 2.挨拶
- 3.謝罪
- 4.原因の説明
- 5.対応策の提案
- 6.謝罪と感謝
メールの場合は、まず件名も重要です。
メール返信は受信メールに“Re”を付けて返信する形も分かりやすいですが、クレーム対応の場合は”〜についてのお詫び”といった形で、謝罪意思が伝わりやすい件名にした方がおすすめです。
挨拶文も普段以上に丁寧な表現で作成することを心がけましょう。手紙ではありませんので、時候の挨拶等は不要です。
次に、クレーム内容を端的に記載したうえで謝罪します。電話での対応と同じく、状況がわからないまま自社の非を認めるようなことはしない方がよいでしょう。
ただし、相手に手間をかけたり不快な体験をさせたりしたことに対してはしっかり謝罪しましょう。
謝罪のあとで、問題の経緯や発生原因に関して調査した結果をしっかりと記載します。原因把握と再発防止に尽力した姿勢を顧客に見せることが大事です。
なお、問題経緯や対応は長くなることもありますので、その場合はPDFファイル等で添付する等が良いでしょう。
もちろん相手に対する対応提案もしっかりと記載しましょう。対応が返金や再送付等であれば、返金する金額や再度送付する数量などを具体的に記載することが重要です。
相手の都合を確認する文章を入れることも忘れないようにしましょう。なお、問題経緯等の記載が長くなりすぎて、対応提案が目に入りづらくなってしまうと本末転倒です。
状況に応じて、順番は入れ替えて下さい。
最後にあらためて今回のクレームに対して謝罪するとともに、意見をくれたことに対して感謝して締めくくりましょう。
メールでのクレーム対応におけるポイント
メールでのクレーム対応の基本ポイントは以下の3つです。
□ | なるべく早く返信する |
---|
□ | クッション言葉を使う |
---|
□ | ダブルチェックする |
---|
なるべく早く対応することが基本なのは、メールでも電話でも変わりません。すぐに対応できない場合は、先方からのメールを確認した旨と謝罪を連絡するだけでも顧客に安心感を与えられます。
また、メールの文面では「ご迷惑をおかけしますが」といった形で言葉の印象をやわらかくするクッション言葉を意識するとよいでしょう。テキストでのコミュニケーションは冷たく無機質な印象になりがちです。
回りくどい表現にはならないように注意が必要ですが、端的に用件のみで冷たい印象を与える文章にならないように表現を考えましょう。
最後に送信前に必ずダブルチェックしましょう。特に相手の名前や個人情報の表記を誤ってしまうと、さらに不快な印象を与えてしまいます。送信前に上司や同僚にメールを見てもらったほうが安全です。
クレーム対応メールの例文
クレーム対応メールの例文を紹介します。まず、こちらに落ち度がある場合です。変な言い訳などは記載しないことが大切です。
○○様
お世話になっております。
株式会社●●の●●と申します。
平素より弊社とお取引頂き(または弊社の商品・サービスをご愛顧頂き)、
心より御礼申し上げます。
このたびは○○の件です、○○様に大変ご迷惑をおかけして、
誠に申し訳ございません。
○○様よりご指摘頂いた点を確認したところ、
ご購入頂いた商品と見本には大きな違いがございました。
深くお詫び申し上げると共に、
改めて商品をお届けしたいと存じますので、
ご希望の日時を返信いただれば幸いです。
今後このようなことが生じないよう、
現在、発生原因を調査しております。
この度は、大変申し訳ございませんでした。
再発防止に努めると共に、サービス改善に努めて参りますので、
今後とも何卒ご愛顧のほど心よりお願い申し上げます。
次に、こちらに落ち度がない場合です。伝える順番を意識しながら、対応できない旨をしっかりと伝えることが重要です。
○○様
お世話になっております。
株式会社●●の●●と申します。
○○様のご指摘どおり、
**が**であるという点は間違いございません。
しかしながら、本商品については**であったとしても、
△△できないという点は説明書やパッケージにも記載しておる通りです。
弊社としてもこのような形でご期待を裏切ることがないように
記載位置などに関しては検討していきたいと存じます。
ご迷惑をおかけして大変申し訳ございませんが、
ご理解いただきますよう何卒お願い申し上げます。
クレーム対応のNG行為・注意点
最後にクレーム対応には3つのNG行為を紹介しております。相手の怒りに油を注いだり、二次クレームを生んだりすることにつながりますので、必ず確認しておきましょう。
- 話をさえぎる
- 相手がいっていることを疑う
- 憶測で話をする
話をさえぎる
クレーム対応において、相手の話をさえぎるのは絶対にやってはいけません。クレームを入れている顧客は気持ちが高ぶっており、話をさえぎってしまうと強い不快感を与えてしまいます。
話の途中で「でも」「それは」といった反論をしたりすることなく、いったんすべて相手の話を受け入れましょう。
相手がいっていることを疑う
クレーム対応で相手がいっていることを疑うような発言をすると、相手は気分を害してしまい、二次クレームを生み出すことになります。
言う側は“相手を疑う”ようなつもりはないかもしれませんが、「本当ですか?」「そんなはずはありません」などの返しは絶対にNGです。
相手が明らかに誤っている場合も、正面から否定するのではなく、相手の操作手順を一緒に確認していくなど、相手自身が気づくような形で対応していくのがベストです。
憶測で話をする
クレーム対応において、「多分〜でしょう」「〜だと思います」のような曖昧な返答をすることは、相手に不信感を与えますし、内容が違っていた場合には更なるトラブルにつながります。
確実な答えが分からなければ、「私には/現時点ではわかりませんので、確認して連絡いたします」などと、その旨をしっかり伝えましょう。
顧客からの要望には「できる」「できない」「確認して回答する」といった形でハッキリ返答することが大切です。
基本を踏まえてクレーム対応しよう
クレーム対応をすることは、多くの人にとっては精神的にストレスがかかるものです。ただし、クレーム対応は自社の商品・サービス改善につながったり、ファンを生み出すことにつながったりもします。
クレーム対応の基本的な流れ、また二次クレームを引き起こすようなNGワードを押さえて、冷静に対応していけるようにメンバーに教育することが大切です。
著者情報
株式会社ジェイック執行役員
古庄 拓
WEB業界・経営コンサルティング業界の採用支援からキャリアを開始。その後、マーケティング、自社採用、経営企画、社員研修の商品企画、採用後のオンボーディング支援、大学キャリアセンターとの連携、リーダー研修事業、新卒採用事業など、複数のサービスや事業の立上げを担当し、現在に至る。専門は新卒および中途採用、マーケティング、学習理論
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