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How to Handle Customer Complaints

No one likes to hear people complain, especially people who go on, and on, and on. But there is a reason people complain for longer than may seem necessary. For the most part, the people who sound like a broken record don’t feel heard. And when people don’t feel heard, they repeat themselves, again, and again, and again.customer complaints

One of the first practices for how to handle customer complaints taught during any decent customer service training class is to acknowledge the other person’s concern. Demonstrate that you listened and heard. We often think that complainers want us to solve their problems. That’s not always the case. Sometimes feeling heard is enough, even if there is no resolution to the complaint.

Last week I had a horrible experience in a hotel. I called the front desk staff to voice my concerns with how an incident was handled. Her response: “Ok….ok….ok.” I wasn’t satisfied. So the next morning I spoke to the front desk manager. She responded by explaining why her staff had done what they did. Still, no apology or demonstration of understanding my frustration. So I went to the hotel general manager, who did all the right things. She listened and apologized. She didn’t defend or explain. And then I stopped escalating my complaint.

Here are a eight tips for how to handle customer complaints:

How to handle customer complaints tip #1: Resist the temptation to defend yourself, your team, or your organization.

How to handle customer complaints tip #2: Watch your tone of voice. If you sound annoyed, the other person will just become more upset and will, you guessed it, continue complaining.

How to handle customer complaints tip #3: Tell the person you’re sorry for his experience. Apologizing doesn’t mean he is right or that you agree. You are simply sorry he had the experience he did.That could sound like, “I’m sorry that was your experience. That sounds frustrating. That’s certainly not the experience we want customers to have.”

How to handle customer complaints tip #4: Ask clarifying questions, if you need to. That could sound like, “Can I ask you a few questions, so I fully understand the situation?”

How to handle customer complaints tip #5: Paraphrase what the person said to ensure you understand his complaint and to demonstrate that you heard. Nothing sounds better to someone who is upset than another person who understands his concerns. That could sound like, “I just want to be sure I understand your concern. You’re concerned that _______ “ (repeat or paraphrase what the person said.)

How to handle customer complaints tip #6: Apologize again for the person’s experience. Often, all the person wants is an authentic apology. An apology doesn’t admit fault or wrong doing. You are simply apologizing for the person’s perception of their experience.

How to handle customer complaints tip #7:  Tell the person what action(s) you’ll take, if any. People like to know that they’re complaints aren’t wasted.

How to handle customer complaints tip #8:  Don’t be a black hole. Circle back to the person and let him know what action was or wasn’t taken.

The key to getting someone to stop complaining is to make the other person feel heard. Acknowledge the complaint. Watch your tone of voice. Apologize for the person’s experience. And watch people’s complaints dissipate more quickly than you thought possible.

customer complaints

About 

Shari Harley is the founder and President of Candid Culture, a Denver-based training firm that is bringing candor back to the workplace, making it easier to give feedback at work. Shari is the author of the business communication book How to Say Anything to Anyone: A Guide to Building Business Relationships that Really Work. She is a keynote speaker at conferences and does training throughout the U.S. Learn more about Shari Harley and Candid Culture’s training programs at www.candidculture.com.

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