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tranfree issue 27 - 6th March 2001
What To Do When It All Goes Wrong
by Michael Benis
A cherished client calls, telling you they've found an error or
oversight in one of your translations. You immediately understand
that how you respond will be crucial to your professional image
and future business relations. Your heart beats faster, your
blood pressure rises and you may even find yourself close to
panic.
Or rather that's the way things would be going if you hadn't
taken the time to think out your response in advance. Play your
cards right, and you could turn a potential disaster into a
triumph of public relations.
Indeed, that's the only way to approach these incidents. Because
they're really just a matter of one or two things going wrong
when everything else has gone right. Don't lose sight of that.
Keep Cool
Whatever happens, don't stand on your pride and get into an
argument. If you do, you're unlikely to hear from them again.
Look at things in another light. The fact that they are calling
is in fact a positive sign. So don't get defensive, simply accept
that they have a concern and try to discover the details.
Take The Initiative And Shoulder The Burden
Apologise straight away and do your best to calm them. Tell them
how surprised and shocked you are, especially as you put so much
work into checking and double-checking the job before you
delivered it.
Thank them for contacting you and flatter them. Let them know how
much you appreciate working with a company that values quality
and builds a close working relationship with you.
Remind them, if possible, that their own quality control has
helped avert a potential "disaster" and that you take the problem
very seriously indeed.
Above all, make it absolutely clear that you will take immediate
action to rectify the problem. Emphasise that you will put all
your other work on hold (if you can) to resolve matters to their
satisfaction.
This will cause the thrust of their complaint and...
...anger to lose
momentum, allowing you to take the initiative and get to the
heart of the problem.
Rectify The Problem Promptly But Not Too Fast
Discuss the problem with your client, examining all the details
of their complaint and propose an effective solution. Don't let
them write down an alternative version on the phone. Tell them
that you will make every alteration required and send them a
complete and correct version of the document as soon as the
conversation is over.
Never send them anything while you are still talking. The last
thing you want is a quick and dirty solution. Checking and
improving on whatever you have agreed is simply a further
demonstration of your professionalism.
Put Things In Perspective
While proposing your solution also explain what went wrong. If
possible, remind them that you were working conscientiously. If
you overlooked an adjective, for instance, point out that this
must have happened while rearranging the syntax to make sure the
sentence read well.
Make it clear - without making excuses - that
yours was an understandable human error. For example...
"I'm absolutely horrified I left a whole paragraph out. I
know that many professionals say it can happen to anyone,
but with all the quality control checks I've put in
place..."
It doesn't take too many pirouettes like this to remind them that
to err is human. Another aspect to get in context is the size of
the document. Absolute perfection is impossible and even with
rigorous quality control by two pairs of eyes, it's not unusual
to find a few mistakes in a long document.
It's also worth reminding your client about any deadline
constraints that meant you had to work particularly fast. Again,
don't offer this is an excuse but mention it in passing. For
example...
"I know I was under pressure to complete the job to a very
tight deadline, but I'm shocked to find I actually omitted
something after having checked it all twice, even if both
paragraphs do start with the same word".
Be Gracious In Victory
Even if you suspect your client's worries are entirely unfounded,
respond in the same way outlined above. It will stop you from
making a fool of yourself if you're wrong and allow you to show
how much you value and respect your customer if you're right.
Just as important, if you yourself have already apologised when
it wasn't necessary, it will subsequently be much easier for your
mistaken client to apologise and make the peace. Never allow
yourself to be offended.
The situation is the reverse now, when it comes to comments about
to err being human. So be graceful and apply it to yourself. Let
them know you don't consider yourself above making a mistake and
encourage them to keep on contacting you. Tell them that you
value teamwork and consider yourself a part of their team,
pointing out that it helps you both ensure the highest quality is
achieved.
End On A Note Of Sweetness And Light
End on a positive note, thanking your client for their call and
summarising everything agreed. Then make sure you do everything
promised immediately.
You may also want to follow this up with a phone call to check it
has all been received. If a significant error or oversight was
involved, think of suggesting an improvement such as involving a
third party in your quality control procedures.
You may also want to send your client a small gift in apology for
the rise in blood pressure you caused.
Discounts are never a good idea, but something like a free
updated glossary may well help in your damage limitation
exercise. Wine or chocolates won't, of course, do any harm
either.
One way or another, I'm sure you've got the message by
now. Managing this sort of "crisis" effectively doesn't simply
resolve an embarrassing situation, but can actually increase your
client's esteem and long-term loyalty.
Michael Benis - Freelance Copywriter, Interpreter, Journalist
Translator of French / Italian / US -> UK English
EC Freelance Translator - Approved Police Interpreter
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