Think like a customer

It is essential to bear in mind the attitude and feelings of the customer when you are dealing with a complaint. The best way of doing this is to put yourself in the customer's shoes.

Have you ever had to take something back to a store to complain about something you have bought because it was faulty?

If you have, you probably went through three main stages:

• Stage 1: How you felt when you discovered the fault - probably irritation or frustration at not being able to use the item straight away.
• Stage 2: How you felt as you decided to take it back - annoyance at having to waste time taking it back - wondering whether you should or not, whether you can make time for the trip or whether it is worth it at all.
• Stage 3: How you felt as you did so? You may have had to brace yourself when you approached the salesperson, for instance.

A customer may have to feel brave to go through with it, so they might have to work to summon up their courage or do it while they still feel angry. People often feel unsure of themselves when they complain and this can make them more aggressive, as well as extra sensitive to the response they receive. Customers will nearly always take it out on the receptionist or secretary first and be 'nice as pie' to the manager!

So, if you are in the front line, you could be dealing with someone who is angry or annoyed, rude or aggressive when you deal with a complaint. You could also be dealing with someone who feels uncertain of themselves, who will very easily be put off if your response is rude or off-hand.

A fundamental rule to handle an angry customer:

• Solve the problem without blaming yourself or anybody else

You must apologise for the customer's inconvenience at once, whether it is your fault or not. Make sure that you don't admit any liability!

Receptionist staff, particularly, must realise that they are not taking the blame by doing this but simply apologising for what has happened on behalf of the organisation. It is a waste of time them saying, "I wasn't here at the time" or "I don't know anything about this". Passing the buck only makes the situation worse. The customer sees the receptionist as a representative of the organisation and so they must live up to expectations.

In fact, the receptionist probably was not there. Perhaps the customer does need to speak to someone else, but if the receptionist apologises immediately, without admitting any liability (but at least for the inconvenience), they are more likely to stay calm and feel able to put their complaint reasonably.

As a fundamental guide:

• What ever you do, listen and sympathise; explain what you will do to solve the problem. You can then find the right person to deal with it.
• Keep your cool: be polite and reassuring - and whatever you do don't argue!
• If you can keep your head when your customers are losing theirs and blaming it on you - then you will be a PROFESSIONAL!