Don’t complaints seem to come in clusters? Everything will seem to run smoothly for a while, and then one day the complaints just start streaming in. Sometimes when this happens you become defensive, but what you should really do is “look, listen and learn.” Be glad the customer came to you with the complaint. If customers don’t tell you why they’re unhappy, they will likely tell someone else, which not only strips you of the opportunity to fix the complaint but also drives potential customers away.

Be glad they told you!
Think about it. If you’ve had a bad customer service experience at a restaurant, hotel, car dealership, dry cleaner, department store or any other business, wouldn’t you more likely tell your friends than the employees of the company where the problem was created?

Consider some eye-opening statistics:

• 96% of unhappy customers never complain to the actual business (they tell everyone else)
• 91% of those who don’t complain won’t buy again from the business that offended them
• The average unhappy customer will remember the incident for 18 months!
• The average unhappy customer will share the negative experience with about 10 other people. Assume each of those people tell five more people in return—that’s 50 people eventually aware of the original complaint.

So, rule number one is: Welcome complaints; don’t dodge them or ignore them.

When customers have a complaint
Don’t allow yourself or anyone else in the company to get caught up in the “Hey, it’s not my job” mentality. When it comes to serving customers, it’s everybody’s job to make it right.

Here are seven steps for responding effectively to customer complaints:
1. Don’t interrupt. Let the customer finish voicing his or her complaint. Few things will exacerbate the problem more than interrupting an emotional customer.
2. Listen attentively for meaning. When customers are upset, they might not specifically express their real needs. Customers may talk all around what they really mean, so you must listen “between the lines” sometimes.
3. Use feedback. Repeat the complaint back to the customer to be sure you have understood it. You can’t find a solution if you don’t know the real problem.
4. Apologize. Apologies should be brief, sincere and future-oriented. “I’m sorry that happened. Let’s see how we can solve this problem.”
5. Discuss alternatives for solving the problem. Explain the kind of action you’ll take to handle the complaint effectively and in a timely fashion.
6. Get customer confirmation. Be sure the customer understands the action you’ll take so that he or she can anticipate the proposed outcome.
7. Say “Thank you.” Even when customers complain or are angry, it’s important to thank them for reporting the complaints. Remember, they cared enough and took the time to let you know their concerns.

If the customer is extremely angry
Rule number two: Remain calm.
Again, don’t interrupt or disagree. Let the customer vent, as long as he or she doesn’t ramble on and on or become hostile. If you’re dealing with someone who is going on and on, take back control when the person pauses by saying: “Excuse me. Let me see if I understand correctly. Point number one is … ; point number two is … ; is there any other specific information you can give me?” This is called leading. You’re bringing the customer back to the problem and leading him or her to the next point.

Continue to keep the peace throughout the conversation by showing understanding—from the customer’s point of view. Paraphrase the complaint back to the customer; encourage the angry person to help you solve the problem; and be sure to focus on the problem as soon as you can, but don’t rush the customer. Then, when you arrive at a solution, be sure to clearly and specifically communicate it to your customer so you put their mind at ease.

Don’t lose control
Here are some tricks to stay composed and helpful, no matter the circumstances:

• Control your breathing. In stressful situations, breathing becomes rapid and you can feel out of control. Take two or three deep breaths.
• Don’t fan the flames by responding to the customer’s emotional statement with one of your own. An upset customer is emotional and may use words and phrases that he or she doesn’t really mean. If you take the verbal attack personally, you’ll be more inclined to defend yourself and fight back.
• Stay focused on what you can do for the customer, not on what you can’t do. Try to use words like, “I can,” “I will” and “will you” instead of “I can’t do that,” “ I won’t,” “It’s against company policy,” “You will have to” or other phrases that will only further anger the customer.
• Be aware of your body language and voice tone in face-to-face situations. Don’t inadvertently send negative messages that will further anger a customer. Avoid negative facial expressions, closed stances (arms folded), raising your voice or sounding sarcastic or agitated. These behaviors will only rile your customer even more.

A final tip for supervisors: Empower front-line employees and working supervisors to make decisions and solve problems at the front line. It angers customers more if the employee has to put them on hold or keep them waiting while the employee gets approval from the “higher-ups.”

To discover more exciting keys to personal success, attend one of SkillPath’s skill-building seminars. All of our courses give you sound, practical tips and techniques guaranteed to enrich your career and your life. And we’re coming soon to a city near you!