Here are the mechanics of a customer complaint.

1)      The customer discovers a problem.

2)      They determine that you are at fault.

3)      They decide to call you or pay you a visit to complain.

4)      They fine tune their story and get all worked up in the process.

5)      They enter your store (or call you) ready for a fight.

When this happens, you’re going to lose.  It will absolutely cost you something.  Time, money, repeat business and reputation are among the ways you will lose.

However, the initial moments of a complaint can also be an important opportunity to save some of those same things.

It all has to do with whether you are willing to listen, and whether you can separate your ego enough from the process to empathize and maybe even admit that the customer has a good point. It also has to do with whether you are willing to lose a little ground every so often for the sake of the big picture.

My recommendation is always to use your first contact with the customer to disarm them.  They expect a fight, don’t give them one.  They expect you to stand your ground.  Give a little.  They expect you to be standoffish.  Listen, nod, care.

If you know they have a pretty reasonable complaint, then find out what it will take to make them happy.  It is often less than you think. Make it right fast. Shock them. Be their hero.

If you need to research the situation, then ask for a set period of time (perhaps 24 or 48 hours) and promise to get back with them.  Then be sure you do. Early.

By being aggressive in resolving complaints, you are putting yourself in a position to control what and how badly you will lose.

By listening carefully, caring visibly and acting in your customer’s interest, you can control the loss and possibly even come out winning their respect, appreciation and future good will.

If you make your customer fight or if you make them feel that you are being adversarial, then you will likely lose it all.

So, listen well, have a good attitude and resolve things quickly and in your customers best interest.  They will like you for it.

If you’re going to lose anyway, you might as well win!

Marc Bluestone