I recently raised a concern with a senior executive about an experience that was unsettling. I was expecting a listening ear, a conversation to build bridges and a genuine desire to understand where things had gone wrong.  

In contrast, the conversation seemed driven by an intention to shut me down so that my complaint could be ticked off and tucked away as “problem solved”. It doesn’t feel solved, but I do feel even more wary of the company than I was before. 

This reminded me that in business, the client who complains really is bringing you a gift. Thank them and listen intently to what they have to say. They are the one in ten unhappy customer who speaks up while the other nine stay silent or depart to your competitors, taking their valuable insights with them.  

I like to think of the complaints department as a gold mine! You can use it to gain valuable information about how to improve your products and services, and if you are clever, turn an unhappy customer into your best promoter. Free marketing from a genuinely happy customer is worth 100x what you pay your advertising agent!  

Remember too that clients, especially those that complain, want to feel heard. And when they do, they will tell you lots, and more, about where things are going wrong, how you could improve, and sometimes even where your competitors are doing better.  

Thank them profusely for taking the time to reach out, make them a cup of tea and listen up!  

You might like to use Fetola’s 1,2,3 of good customer relations as a guide:  

1. Make it easy for people to raise a complaint or suggest an improvement. Provide online feedback forms, a manned help desk and quick response to communications, including social media   
2. Train your staff to listen with empathy. Take note of what they say and respond quickly with appropriate remedial action.  
3. Lastly, thank them sincerely for their generous insights and courage to step forward – even consider adding a gift, as appropriate.  

 Do tell me, what has been your worst customer experience this year? And how do you handle complaints in your business? 😊