1. Processing Angry Customer’s: Sour Apples Into CiderH O N E Y ‘S R K T
Processing Angry Customer’s: Sour Apples Into Cider
Ed Mahoney
Associate Professor
Michigan State University

2. Complaints = OpportunitiesH O N E Y ‘S R K T
Complaints = Opportunities
Keeping the customer satisfied and happy is what matters.
What's the best method of handling the dreaded customer
complaint? Try the "personal touch method."
Here is a formula I have developed and used over and over. To
institute this method you must first and foremost take
responsibility even if the fault isn't yours, or you won't be the
one who handles it. The customer doesn't care. He's pissed. He
just wants you to handle it -- now.
Here are 15 steps to taking responsibility when dealing with
unhappy or dissatisfied customers. Not only does this method
work, but it provides for a self-analysis at the end to prevent the
same problem from occurring again. All 15 steps must be used
or loss of a customer will result:
1. Tell them you understand how they feel.
2. Empathize with them. (Cite a similar situation, tell them that it
makes you mad too, tell them a similar thing happened to you).
3. Listen all the way out. Make sure the customer has told you
everything. Don't interrupt. Ask questions.
4. Agree with them if you can -- never argue.
5. Confirm that all is out and that they have said all they want or
need to say.
6. Be an ambassador for your company. Tell the customer you
will personally handle it.
7. Don't blame others. Admit you (and or the company) were
wrong and take responsibility for correcting.
8. Don't pass the buck -- "It's not my job," "I thought he said . .
.," "She's not here right now," and "Someone else handles that,"
are words that are never applicable or acceptable to the
customer.
9. Respond immediately. When something is wrong, people
want (and expect) it to be fixed immediately. The customer
wants it perfect.
10. Find some common ground other than the problem. Try to
establish some rapport.
11. Use humor if possible. Making people laugh puts them at
ease.
12. Figure out, communicate and agree upon a solution or
resolve. Confirm it (in writing if necessary). Do it!
13. Make a follow up call after the situation is resolved.
14. Get a letter if you can. Resolving a problem in a favorable
and positive way strengthens respect, builds character, and
establishes a solid base for long term relationships. Tell the
customer you would appreciate a sentence or two about how
the situation was resolved.
15. What have I learned and/or what can I do to prevent this
situation from happening again? Do I need to make changes?
It is important to be aware of some practical realities when
trying to accomplish the task of satisfying the customer. They
are:
Customers know exactly how they want it or exactly what
they want, but may be lousy communicators and not tell you
completely or tell you in a way that is difficult to understand.
Remember you're the customer elsewhere -- and think of how
you expect service when you're the customer.
Every customer thinks he or she is the only one you've got.
Treat customers that way. Make them feel important.
The customer is human and has problems just like you do.
The customer expects service at the flip of a switch.
It all boils down to you.
The customer's perception is reality.
How big a deal is it to try to give them what they want?
Customers talk to their associates, friends and neighbors. Here
is the number of people they will talk to based upon how well
you handle their complaint:
if you do a good job, three;
if you do a great job, 10;
if you do a bad job, 25;
if you do a real bad job, 50;
and you will be on the 6:00 news if you do a horrible job.
When you satisfy unhappy or dissatisfied customers, and you
can get them to write you a letter telling you they're happy and
satisfied now, I'd say you have a solid shot at a long-term
relationship. If the problem is left unresolved, a customer will
surely find your competition.

3. M A H O N E Y ‘S R K T
Customers from hell !!!!!!!!!!
Keeping the customer satisfied and happy is what matters.
What's the best method of handling the dreaded customer
complaint? Try the "personal touch method."
Here is a formula I have developed and used over and over. To
institute this method you must first and foremost take
responsibility even if the fault isn't yours, or you won't be the
one who handles it. The customer doesn't care. He's pissed. He
just wants you to handle it -- now.
Here are 15 steps to taking responsibility when dealing with
unhappy or dissatisfied customers. Not only does this method
work, but it provides for a self-analysis at the end to prevent the
same problem from occurring again. All 15 steps must be used
or loss of a customer will result:
1. Tell them you understand how they feel.
2. Empathize with them. (Cite a similar situation, tell them that it
makes you mad too, tell them a similar thing happened to you).
3. Listen all the way out. Make sure the customer has told you
everything. Don't interrupt. Ask questions.
4. Agree with them if you can -- never argue.
5. Confirm that all is out and that they have said all they want or
need to say.
6. Be an ambassador for your company. Tell the customer you
will personally handle it.
7. Don't blame others. Admit you (and or the company) were
wrong and take responsibility for correcting.
8. Don't pass the buck -- "It's not my job," "I thought he said . .
.," "She's not here right now," and "Someone else handles that,"
are words that are never applicable or acceptable to the
customer.
9. Respond immediately. When something is wrong, people
want (and expect) it to be fixed immediately. The customer
wants it perfect.
10. Find some common ground other than the problem. Try to
establish some rapport.
11. Use humor if possible. Making people laugh puts them at
ease.
12. Figure out, communicate and agree upon a solution or
resolve. Confirm it (in writing if necessary). Do it!
13. Make a follow up call after the situation is resolved.
14. Get a letter if you can. Resolving a problem in a favorable
and positive way strengthens respect, builds character, and
establishes a solid base for long term relationships. Tell the
customer you would appreciate a sentence or two about how
the situation was resolved.
15. What have I learned and/or what can I do to prevent this
situation from happening again? Do I need to make changes?
It is important to be aware of some practical realities when
trying to accomplish the task of satisfying the customer. They
are:
Customers know exactly how they want it or exactly what
they want, but may be lousy communicators and not tell you
completely or tell you in a way that is difficult to understand.
Remember you're the customer elsewhere -- and think of how
you expect service when you're the customer.
Every customer thinks he or she is the only one you've got.
Treat customers that way. Make them feel important.
The customer is human and has problems just like you do.
The customer expects service at the flip of a switch.
It all boils down to you.
The customer's perception is reality.
How big a deal is it to try to give them what they want?
Customers talk to their associates, friends and neighbors. Here
is the number of people they will talk to based upon how well
you handle their complaint:
if you do a good job, three;
if you do a great job, 10;
if you do a bad job, 25;
if you do a real bad job, 50;
and you will be on the 6:00 news if you do a horrible job.
When you satisfy unhappy or dissatisfied customers, and you
can get them to write you a letter telling you they're happy and
satisfied now, I'd say you have a solid shot at a long-term
relationship. If the problem is left unresolved, a customer will
surely find your competition.

4. M A H O N E Y ‘S R K T
Customers from hell !!!!!!!!!!
Keeping the customer satisfied and happy is what matters.
What's the best method of handling the dreaded customer
complaint? Try the "personal touch method."
Here is a formula I have developed and used over and over. To
institute this method you must first and foremost take
responsibility even if the fault isn't yours, or you won't be the
one who handles it. The customer doesn't care. He's pissed. He
just wants you to handle it -- now.
Here are 15 steps to taking responsibility when dealing with
unhappy or dissatisfied customers. Not only does this method
work, but it provides for a self-analysis at the end to prevent the
same problem from occurring again. All 15 steps must be used
or loss of a customer will result:
1. Tell them you understand how they feel.
2. Empathize with them. (Cite a similar situation, tell them that it
makes you mad too, tell them a similar thing happened to you).
3. Listen all the way out. Make sure the customer has told you
everything. Don't interrupt. Ask questions.
4. Agree with them if you can -- never argue.
5. Confirm that all is out and that they have said all they want or
need to say.
6. Be an ambassador for your company. Tell the customer you
will personally handle it.
7. Don't blame others. Admit you (and or the company) were
wrong and take responsibility for correcting.
8. Don't pass the buck -- "It's not my job," "I thought he said . .
.," "She's not here right now," and "Someone else handles that,"
are words that are never applicable or acceptable to the
customer.
9. Respond immediately. When something is wrong, people
want (and expect) it to be fixed immediately. The customer
wants it perfect.
10. Find some common ground other than the problem. Try to
establish some rapport.
11. Use humor if possible. Making people laugh puts them at
ease.
12. Figure out, communicate and agree upon a solution or
resolve. Confirm it (in writing if necessary). Do it!
13. Make a follow up call after the situation is resolved.
14. Get a letter if you can. Resolving a problem in a favorable
and positive way strengthens respect, builds character, and
establishes a solid base for long term relationships. Tell the
customer you would appreciate a sentence or two about how
the situation was resolved.
15. What have I learned and/or what can I do to prevent this
situation from happening again? Do I need to make changes?
It is important to be aware of some practical realities when
trying to accomplish the task of satisfying the customer. They
are:
Customers know exactly how they want it or exactly what
they want, but may be lousy communicators and not tell you
completely or tell you in a way that is difficult to understand.
Remember you're the customer elsewhere -- and think of how
you expect service when you're the customer.
Every customer thinks he or she is the only one you've got.
Treat customers that way. Make them feel important.
The customer is human and has problems just like you do.
The customer expects service at the flip of a switch.
It all boils down to you.
The customer's perception is reality.
How big a deal is it to try to give them what they want?
Customers talk to their associates, friends and neighbors. Here
is the number of people they will talk to based upon how well
you handle their complaint:
if you do a good job, three;
if you do a great job, 10;
if you do a bad job, 25;
if you do a real bad job, 50;
and you will be on the 6:00 news if you do a horrible job.
When you satisfy unhappy or dissatisfied customers, and you
can get them to write you a letter telling you they're happy and
satisfied now, I'd say you have a solid shot at a long-term
relationship. If the problem is left unresolved, a customer will
surely find your competition.

5. M A H O N E Y ‘S R K T
Levels of Complainers

6. M A H O N E Y ‘S R K T

7. M A H O N E Y ‘S R K T

8. Why is Complaint Handling So Important IE Y ‘S R K T
Why is Complaint Handling So Important I

9. Why is Complaint Handling So ImportantE Y ‘S R K T
Why is Complaint Handling So Important

10. Why is Complaint Handling So ImportantE Y ‘S R K T
Why is Complaint Handling So Important

11. Why is Complaint Handling So ImportantE Y ‘S R K T
Why is Complaint Handling So Important

12. Why is Complaint Handling So ImportantE Y ‘S R K T
Why is Complaint Handling So Important

13. Why is Complaint Handling So ImportantE Y ‘S R K T
Why is Complaint Handling So Important

14. M A H O N E Y ‘S R K T
What Customers Expect

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What Customers Expect

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What Customers Expect

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What Customers Expect

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What Customers Expect

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