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1. To discover how handling complaints and
customer service are related.
2. To examine how to handle difficult
customers.
3. To show the benefits of handling
complaints correctly.
4. To analyze the handling complaints cycle.
5. To discuss the business advantages of
proper customer service.
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• Introduction
• Handling Complaints Cycle
• Difficult Customers
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• Is the involvement and enhancements
a business undertakes to satisfy
customers
• Is an assistance program performed
by specific people to aid in directing
customer needs
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• Includes the following:
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recognizing the value of customers
making products easy to purchase
giving the customer a reason to purchase again
staying in constant communication
with customers
– making the customer feel
important and appreciated
– establishing an efficient order
and delivery system
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• Is important in keeping customers
happy
– on average, if one person complains
they tell five to six people, then those
people tell another five to six, and so on
 one complaint will be
known by an average
of 67 people
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• Can occur in a variety of environments
such as:
– over the phone
– at a retail store
– over the Internet (through chat or e-mail)
– informally with the customer
 Example: A car salesman might run into an
unhappy customer shopping at a grocery
store
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• Can be accomplished in a variety of ways
such as:
– following a specified set of rules such
as an employee handbook
– using a case-by-case basis
– through written scripted responses
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• Can make every customer a satisfied
customer
• Involves listening to the customer
• Also involves analyzing the problem
• Includes solving customer problems
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• Can save a business money by
keeping a customer rather than
recruiting a new customer
– it can cost up to six times more to recruit
a new customer than to keep an existing
customer
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• Is one of the most important parts of
customer service
• Can be used in a number of ways to
help a business expand, grow and
think of new ideas
• Can be managed by following the
handling complaints cycle
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1. Listen to
the customer
2. Confirm
the complaint
5. Ask the
customer if
the solution is
satisfactory
3. Analyze the
complaint
4. Solve the
complaint
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• Is the first step in the Handling Complaints
Cycle
• Involves letting the customer speak without
interrupting him or her
• Also involves writing down notes for record
keeping
– notes can be used to track customer
complaints
– they can also be used to track individual
customer problems
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• Is the second step in the cycle
• Involves ensuring the customer
service representative understands
the problem
• Often involves rephrasing or
rewording the customer’s problem
– what I hear you saying is…
– so you are saying you are mad…
– you think the problem seems to be…
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• Is the third step in the cycle
• Involves asking “drill down” questions
to get to the specific problem
– drill down questions include questions
and phrases such as the following:
 tell me more
 what happened next?
 anything else?
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• Is the fourth step in the cycle
• Involves attempting to find a viable
solution for the customer’s complaint
• May involve exchanging the product
for a different product or giving the
customer a coupon or their money
back
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• Is the fifth step in the cycle
• Includes asking the customer if they are
satisfied with the solution presented in
the fourth step
• Also includes asking the customer if
there are any additional problems
– if the customer has additional problems,
the cycle begins again
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• Can be challenging for customer service
representatives
• Requires customer service representatives to focus
on the problem, not the negative attitude or possibly
profane language of the customer
• Involves remaining calm under pressure
– difficult customers can be extremely stressful, so
relaxation techniques such as deep breaths and
counting to five can help
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• Is the act of understanding and
vicariously experiencing another’s
situation
• Can be used to deal with difficult
customers
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• Is best handled by determining exactly how
angry the customer is with the product or
service relative to other customers on a
scale from 1-10
• “10” would be absolutely irate
– such an angry customer may not be able to
be handled
– follow the handling complaints cycle, but
understand some customers may be unable
to be pleased
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• “5” would be an average angry customer who
can be pleased with careful questioning,
consoling and a proper solution
– proper use of the handling complaints cycle can
usually turn this angry customer into a satisfied
customer
• “1” would be an easy going customer who
would like to bring a point to the company’s
attention in a calm and pleasant way
– this type of customer just wants their ideas to be
heard
– usually listening is all that is necessary
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• Usually the real number of complaints
regarding a product or service is always
higher than the number reported
– most people do not verbalize their
complaints
– in fact, a recent study reported 96 percent
of complaints went untold
 complaints take time
 complaints take effort
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• Can be used to look for ways to improve a
business
• Can be used to look for opportunities for
new businesses
• Can be used to strategically look for
strengths and weaknesses of a business
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Keep your temper down
Be polite and respectful
Exceed the customer’s expectations
Listen with an intent to resolve the
complaint
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• Customer service is the involvement and
enhancements a business undertakes to please
customers
• The handling complaints cycle involves the
following steps: listening to the customer,
confirming the complaint, analyzing the
complaint, solving the complaint and asking the
customer if the solution is satisfactory
• Handling complaints correctly can save a
business money
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Disagreeable
Domineering/Superior
Suspicious
Slow/Methodical
Dishonest
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Argumentative
Complaining
Irritable/Moody
Insulting
Impatient
Leave-me-alone Attitude
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Skeptical
Look for tricks or evasions
Ask questions that seem silly
Defensive
Insecure
May not communicate
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Haughty; Overbearing
Have all the answers
Opinionated
Very talkative
Pushy
Always right
Know what they want
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• Silent
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Shy, Insecure, Sensitive
Reluctant to Ask Questions
Reluctant to accept help
Appear Indifferent
• Indecisive
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Hesitate to make buying decisions
Lack confidence in self and judgment
Make excuses for not buying now
Unfamiliar with today’s prices
Change mind often
Easily confused
Show doubt through body language
Fear making wrong choices
Have relative or friend help to shop
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• Who intentionally attempt to avoid paying
for part or all of the cost of a product or
service
• May
– Not pay for merchandise (steal)
– Purchase items, use them, and return them
for a refund
– Switch or alter the price of an item
– Damage merchandise and then ask for
discounts
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• They are often surprised and calmed by salespeople who are
composed, courteous, and efficient
• Serve promptly
• Give special attention
• Listen carefully
• Don’t argue or interrupt
• Agree when possible
• Be patient and understanding
– Empathy
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Do not act offended
Remain positive and pleasant
Be sincere and respectful
Base your presentation on points of agreement
Use the “yes, but” method
Do not press for a decision
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Let clients do the talking
Listen respectfully and attentively
Do not be offended or intimidated
Keep customers’ attention centered on
merchandise or service
Ask their advice
Consult them on details
Compliment and praise them
Provide contact information
Be brief
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Be conservative
Stick with facts
Be frank (honest) and patient
Don’t push or high pressure
Guide and lead
Never argue
Admit limitations of service or product
Explain guarantees, features and benefits
Be prepared to demonstrate and redemonstrate
Be honest and sincere in answering even the most trivial
questions
• Question tactfully to determine why the client is
suspicious
• Be patient
• Do not show too many items
• Narrow choices quickly by removing items in
which the customers do not appear interested
• Get them to agree to key selling points
• Draw out information by asking questions that
require more than just yes/no
• Demonstrate products carefully
• Help them feel comfortable
• Emphasize choice to which client keeps returning
• Summarize the benefits
• Guide them to close
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Watch for signs dishonesty
Observe closely
Avoid confrontation
Remain calm
Know whom and when to call for
assistance