The 10 Golden Rules
for
Complaint Resolution
How to Completely Restore
Customer Confidence After
Any Service Mishap!
Agenda
 Communication skills for dealing with unhappy
customers
 10 Golden Rules for Complaint Resolution
 The psychology of anger
 Tips, tactics, & techniques for dealing with difficult
customers
The Bottom Line Benefit of Complaints
1. Give companies a second chance
The Bottom Line Benefit of Complaints
2. Provide opportunity to correct problems
The Bottom Line Benefit of Complaints
3. Complainants are 10% more likely to repurchase—
even if problem is not resolved
The Bottom Line Benefit of Complaints
4. 95% of complaining customers remain loyal
How Many of Your Unhappy Customers
Will Remain Loyal?
95%
82%
70%
54%
46%
37%
19%
9%
Complaint
Resolved
Quickly
Complaint
Resolved
Complaint
No
Not
Complaint
resolved
Source: TARP, Inc.
The Bottom Line Benefit of Complaints
5. Most unhappy customers don’t complain
The Bottom Line Benefit of Complaints
6. Increases sales
The Bottom Line Benefit of Complaints
7. Generates positive word-of-mouth advertising
5
If service was outstanding
11
If expectations weren’t met
17
If there was a problem and that problem was
immediately resolved
The Bottom Line Benefit of Complaints
8. Decreases acquisition costs
The Bottom Line Benefit of Complaints
9. Reduces problem occurrence and customer
dissatisfaction
Top 10 Customer Expectations
1. Being called back when promised.
2. Receiving an explanation of how a problem happened.
3. Knowing who to contact with a problem.
4. Being contacted promptly when a problem is resolved.
5. Being allowed to speak to someone in authority.
Top 10 Customer Expectations
6. Being told how long it will take to resolve a problem.
7. Being given useful alternatives if a problem can’t be solved.
8. Being treated like a person, not an account number.
9. Being told about ways to prevent a future problem.
10. Being given progress reports if a problem cannot be
immediately resolved.
Customer
Customer
Company
Customer
Problem
Company
Conveying To Customers
You Are On The Same Side
 Listen with the intent to
understand
 Avoid the tendency to
interrupt
Listening With The Intent To Understand
 Builds trust and rapport
 Diffuses anger
 Expedites problem resolution
 Increases satisfaction
 Increases our chances of
retaining customers
Half Of All Complaining Customers Never
Get An Apology
A sincere apology can:

Create calm

Diffuse anger

Re-establish trust

Expedite solution finding
SORRY
WORKS!
“Please accept my sincere
and unreserved apology for
any inconvenience this may
have caused you.”
The Golden Rules
1. Express appreciation
2. Show empathy
3. Apologize
4. Have a sense of urgency
5. Ask for the necessary information
The Golden Rules
6. Assure the customer
7. Tell the customer what you’re going to do
8. Solve the problem
9. Ask, “Have I resolved this to your satisfaction?”
10. Investigate the problem and work to cut it at its
root
The Psychology of Anger
1. Anger precludes rationality
2. Anger must be acknowledged
3. Anger diffusion can reduce the cost of recovery
4. The issue is not the issue
5. Ventilation is crucial
Handling a Problem That
Was Caused By the Customer
1. Never tell a customer they are
wrong.
2. Realize you can’t win an
argument with a customer.
3. Begin in a friendly way.
4. Get a “yes, yes” response.
7 Steps for Addressing
Unacceptable Behavior
1. State the facts.
2. Interpret the facts, giving
the benefit of the doubt.
3. State your feelings.
4. Validate the relationship.
7 Steps for Addressing
Unacceptable Behavior
5. Say, “Help me understand.”
6. Request behavior change.
7. Ask, “What do you think?”
Saying ‘No” Without Causing Resentment
 Understanding
 Situation
 Action
Diffusing Anger With Aikido
 An Aikodoist strategically calms down the attack.
 Aikido never meets force with force.
 Aikido emphasizes quick, decisive movements to
use the attacker’s force against him.
Diffusing Anger With Aikido
 Aikidoists blend with their opponent’s energy.
 Aikido students learn to turn with their opponent’s
force.
 In Aikido, all opponents are considered “partners”.
START
STOP
CONTINUE