1. Sutton University:
Sales and Marketing
The Upside of Anger – From Irate Customers to Loyal Advocates
Few of us like dealing with customer complaints. Getting blasted by a person who has
stepped so far into your personal space that you can guess what they had for lunch can
be a very disconcerting and intimidating experience. However, the good news is that it
doesn’t have to be.
Take myself as an example. Several years ago I Hot Tips for Cool Heads:
came to the realization that angry customers are
actually some of my best business opportunities.
• Avoid using negative words like
I came to this realization shortly after I decided
‘problem’.
to change my attitude about how I dealt with
• Don’t say “I understand” –
hostile or angry people.
unless you yourself have
personally gone through
There is a real upside to anger – numerous
exactly what your customer
customer service studies and personal
has –you don’t.
experiences reveal that customer relationships can
be dramatically improved by a customer complaint • Never interrupt – No matter
– in fact, the relationship that you have with your how many times a person
customer after the complaint is often dramatically may go over the same issue,
improved from the relationship that existed before let them get it off their chest.
there was a problem. The key (of course) is in how
you handle the customer and the complaint.
The natural reaction for most people in the face of blame or hostility is to either go into
‘evasive maneuvers’, or to launch their own ‘counter offensive’. Both of these reactions
will usually lead to customer relationship disaster. So let’s look at a different approach
for dealing with tough customer complaints.
Start by listening – Begin by showing the customer that you are willing to consider
their position. Tell the customer you would appreciate a better understanding of their
experience and ask the customer if they will share the details of their concerns with you.
Recognize that most angry customers actually have two concerns that need to be
addressed. The main concern is the actual perceived problem, and the other concern is
how they are feeling about the perceived problem. It is how they are feeling that you will
usually have to address first before they will be ready to let you help them with the
source of the original problem.
So the first way you successfully begin to address a person’s feelings is by allowing
them to express them while you listen in a non-judgmental manner. So lose the scowl,
uncross your arms, and adopt a more open and receptive body posture while you
concentrate on understanding what they are saying, and not what your rebuttal is going
to be.

2. Sutton University:
Sales and Marketing
Remember! Listening is not to be confused with simply not talking while the other
person is speaking. The goal of listening is seeking understanding, which makes the
act of listening an active activity.
Don’t get angry or defensive – While you are listening to the customer, try to remain
emotionally detached. Getting angry or defensive with an upset customer is usually
about as effective at dousing the conflict as dousing a fire would be by throwing a
bucket of gasoline on it.
Keep in mind what your bigger objective is – Is your objective to win an argument by
giving someone a piece of your mind? Or is it to win back a customer and minimize
long-term damage to your reputation in the community?
Create the opportunity to get your own point across – When two people are talking
at the same time, then no one is really listening to each other. By demonstrating that
you are willing to genuinely listen to your customer, most customers will be willing to
extend the same courtesy back and genuinely listen to you. Listen first, then have your
say.
Ask pertinent questions to clarify – Get the details you need to gain complete
understanding. Do not be shy about asking an angry customer for more information.
Ask permission to restate their concerns – Confirm with them your understanding of
the issue. You will be amazed at how many times you think you understand what a
customer’s problem is, but actually don’t. Once it is clear to you and your customer that
you accurately understand their concerns you can start to address them.
Focus on fixing the problem, not on attaching the blame – Attempting to
commiserate with an upset customer and shift the blame to another party is transparent
to most customers, and is viewed by them as you attempting to dodge personal
responsibility.
Avoid saying what you cannot or will not do – Instead, give them positive options
that will bring them closer to a resolution. You do not have to assume ownership or
responsibility of a problem in order to assist with the solution.
Under promise and over deliver – Whatever you decide is fair and reasonable to help
your customer, therefore promise a little bit less and then wow them by delivering more
than you promised. If you can do it in 24 hours, say you can have it done in 48. That
way, if something goes wrong you have some extra time to fall back on. And when
things go right you will be able to over deliver by helping your customer with their
problem faster than they expected!

3. Sutton University:
Sales and Marketing
Warning – Speed Counts! – In order to get the benefit from solving a customer
concern, you have to do it promptly. Studies consistently show that the speed of
resolution is the difference between grudging customer satisfaction from a problem
being resolved versus blowing their socks off with your customer service skills and
winning them as a customer for life. Once you have decided that you are willing and
able to help your customer, do what you said you would do, and do it quickly!
Dealing with ‘speed bumps’ – When you find you are not able to assist your customer
as quickly as you promised, don’t avoid or hide from your customer – communicate with
them! By letting them know what is going on you can successfully manage their
expectations. Some solutions require assistance from multiple parties. If you are waiting
for a response or action from someone else, touch base with your customer to let them
know what is going on and that you haven’t forgotten about them!