Eric Allais is President & CEO of PathGuide Technologies, which provides warehouse management and shipping solutions for distributors.
There’s a pretty good chance you’ve either heard or uttered the phrase, “The customer is always right.” And you probably did so without thinking much about it. Variations of this phrase have been used since the early 1900s when leaders like Harry Gordon Selfridge, founder of the Selfridge’s department store in London, used it to emphasize the importance of prioritizing customer satisfaction. Since then, countless businesses have staked their success on placing the customer at the center of their business model.
At the same time, many consumers have come to view this as their fundamental truth. They know that—no matter what—they’re supposed to be right, and they’ll push the limits of what should be considered acceptable behavior to get what they want. Unfortunately, this means there is also a very good chance that you’ve had to deal with a customer who lost their cool during a business interaction.
The way a company responds when a customer “goes ballistic” has the potential to transform a challenging customer interaction into a constructive conversation that could even result in a win-win solution. Let’s look at what’s behind these difficult disagreements, possible ways to de-escalate them, why the focus should be on turning these scenarios into growth opportunities and the importance of protecting your employees when they encounter a disgruntled customer.
Underlying Causes Of Customer Discontent
Dealing with customer grievances is inevitable, but successfully resolving the most heated interactions requires understanding the common triggers. For starters, consider each of these engagements a plea for validation of an expectation (often unmet) that gave rise to their issue in the first place. After all, no one wakes up planning to be furious with a company’s product or service; it’s usually a build-up of dissatisfaction that boils over.
While far from a comprehensive list, frustrations typically arise when customers think they’re being ignored, a product or service doesn’t perform as advertised, unexpected costs arise, there’s miscommunication about an appointment time, or a shipment arrives late. Sometimes, the triggers are more confrontational, such as a firsthand experience with company representatives who were inept, rude or condescending.
Recognizing the potential causes of customer frustrations is key to effectively addressing their dissatisfaction.
Mastering The Art Of De-Escalation
Cooling down a heated customer conversation is a delicate dance, requiring empathy, patience, thoughtful response and, in many cases, a well-timed pause or two. Once a customer’s dissatisfaction goes beyond the usual gripes, it can feel like a rollercoaster ride with no apparent end in sight.
Yet these moments of chaos, distress and adrenaline present a unique opportunity: the potential to convert heated disagreement into a genuine conversation. Ask probing questions to verify the specifics of the customer’s concern, and then restate the problem back to them to confirm your understanding.
However, the most important step of de-escalation requires a willingness to offer remedies that show you’re willing to go the extra mile to ensure the customer is satisfied with the outcome. Sometimes, that may even mean taking a breather from a heated conversation to give way to calmness and rational thought. Complaints don’t always need to have an immediate resolution. Instead, take time to reflect, regain composure and gather the pertinent information to offer a more measured, civilized response.
Turning Fury Into Favorable Outcomes
Learning to transform intense customer interactions into a positive business outcome doesn’t happen overnight. It takes commitment and skill. Winning back a disgruntled customer takes consistent, honest communication.
It’s also about admitting faults and pledging improvements. Take ownership (even partial ownership) of the issue by acknowledging any mistakes, missteps, errors or omissions. This shows your commitment to be better. When a customer’s problem is resolved, it sends the message that you paid attention and have the desire to rebuild their trust.
When handled with integrity, even an overstatement to the customer such as, “This gross oversight should never have happened,” “No one should be treated that way,” “We really missed the mark, and no one would blame you for being upset,” or “I’m embarrassed that I’m just now hearing this…We need to do better,” can have a soothing effect on the customer interaction and turn the tide in your favor.
And successful resolution shouldn’t stop there. Involve the customer in finding an outcome that could be deemed a win-win for both parties. By empowering them to help resolve the situation, you’re removing the “blame game” tactic and showing that you’re embracing transparent communication and mutual problem-solving. Be honest about how you can remedy their complaint, and be realistic about what you cannot do.
Prioritizing Employee Well-Being
The fallout of dealing with angry customers extends beyond immediate business concerns. Depending on the frequency or severity, it can take a toll on employees’ morale and mental health.
For example, in situations that involve an unfavorable interaction with an employee, it’s important to remember that you must still protect the employee’s back while also seeking resolution with the customer. This ensures your team members feel supported, potentially improving their response to upset customers in the future. However, if extremely negative customer attitudes persist, there’s always the option of turning away the customer’s business due to irreconcilable differences.
Every customer interaction presents a learning opportunity, especially the most challenging ones. Treat each instance on its own merits, be candid about viable solutions and be truthful if remedying the issue is beyond your capacity. This humble approach will earn you long-term respect and loyalty—both with the customer and your employees.
When faced with ballistic customers, business leaders should shift their perspective to view the moment as an opportunity. Instead of a threat to the company, see this as an opportunity to grow and learn. Who doesn’t want a business that has a reputation for being fair and considerate to its customers—even in their most challenging moments? That is how successful organizations today embrace the philosophy that “the customer is always right.”
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