Always Offer a Consolation Benefit to Aggrieved Customers

Most business managers would be happy if every time a customer called with a complaint it was resolved quickly and courteously. That's an impossible goal, however, because some problems can't be fixed. But you can keep your customers very happy with your service -- even raving about it -- if you implement this simple six-step policy:

1. Begin with an immediate, sympathetic apology -- even if the complaint is unfounded, misdirected, or just plain loony.

2. Rephrase the complaint to verify that you have understood it. This should get the customer to (a) say "yes" -- a very important first step -- and (b) pause in anticipation.

3. Say either "I can solve that problem for you right now" or "I am going to get to work on that problem immediately."

4. Explain that your business has a policy of compensating customers with problems. Tell him about some inexpensive but valuable gift you are going to send him. (Good examples might include informational products that can, if needed, be delivered via Internet to reduce your costs.) Ask him where he would like that sent. (Again, this should help disarm him.)

5. Tell him exactly how you are going to solve his problem. Ask if that is satisfactory.

6. If the customer's expectations can't be met, tell him you will speak to your supervisor to see if something further can be done. Some time later, the supervisor should call him to offer some additional compensation.