Handling Customer Complaints

Step 1: Allow the customer to speak and then listen to the customer's complaints

Do not interrupt the customer, which can increase the customer's anger further and lead to additional conflict. Allowing the customer to fully describe the reasons for their dissatisfaction is key to deflating and ultimately resolving their issues.

Even if the customer is irate and yelling, do not take their comments personally. Try to remember that the customer is angry at the situation -- not at you personally -- and you are there to help address their concerns and to resolve the problem.

If angry customer is not clearly describing their problem, try asking open ended questions to draw out more usable information. Asking qualifying questions can have a calming effect as the irate customer begins to understand that you are truly interested in their problem -- and in trying to find a solution.

Step 2: Ask the customer if it is okay to repeat the complaints back to them in your own words

Asking for permission is a subtle but important step towards gaining the customer's trust in your willingness to address their concerns, and helps to ensure that the customer is now listening to you. Do not include their terms of frustration, but summarize the list of problems including any specific details.

Step 3: Speak clearly and calmly

When dealing with a customer over the phone, it is especially important to demonstrate your capability and professionalism, and your voice and demeanor are your best tools. Do not exhibit signs of uncertainty or nervousness. Even if the customer is very irate, responding in a cool and collected manner is essential to defusing the situation.

Step 4: Look at the situation from the customer's perspective

Put yourself in your customer's position, and try to empathize with their situation and their frustrations. Then, respond appropriately to their concerns. In many situations, an apology is appropriate on behalf of your company - even if you did not have any personal involvement in the issue.

Step 5: Take responsibility for the customer complaint

An angry customer is looking to you for resolution to their issues, and it is important to show the customer that you can assist them quickly and effectively. Unless it is absolutely unavoidable, do not infuriate the customer further by transferring the call to another person in a different department. If a call must be transferred, stay on the call until the other party answers, introduce the caller and transition the situation. Do not just blindly transfer an angry caller -- if the call is forwarded to a voicemail box or gets disconnected, the customer will be even more irate when they call back.

Step 6: Take action

Find out from the customer what they feel is an appropriate resolution to their problem. If their request is reasonable and within your area of authority, then provide a prompt solution for the customer. If the request is unreasonable, calmly explain your company's position and offer an alternative solution. In many instances, a credit, refund, or discount on a future purchase may satisfactorily resolve the issue for both parties.

If the request is reasonable but beyond your level of authority to approve, explain the approval process to the customer including the expected timeframe for a response. Be sure to gather the customer's contact information and their preferred method of communication (telephone number or email).

Step 7: Follow up with the customer

After reaching a resolution, follow up afterwards with the customer to ensure that the issue was resolved to their satisfaction. This small step is essential to verify that the issue is truly resolved, and often makes a huge difference in how the customer feels about how their issue was addressed. This small step is worth the extra effort, and can often lead to repeat business and a loyal customer who will recommend your business to others.

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