By: Furniture World Magazine 
A customer’s complaint doesn’t have to signal the end of a relationship.


Customer complaints are a fact of life. No matter how superb our produ

cts and services are, there are going to be glitches, mistakes, misunderstandings, and unhappy people. It could be over quality, price, service, or the mind-set of the customer.

Some complaints can be handled smoothly and easily, and others can reach another level of unhappiness and hostility. But a customer’s complaint or a buyer’s dissatisfaction doesn’t have to signal the end of a relationship with that customer. Studies have shown that customers whose complaints are handled well are often more loyal to a company than those customers who have never had a problem at all. At least a customer who complains and has her complaint resolved is more valuable to you than one who is unhappy but never tells you about it. Instead of telling you and letting you correct the problem, they go and tell their neighbors and friends. It becomes a negative PR campaign.

I remember complaining about my cellular phone bill once to one of the major carriers. As you know, cellular phone plans and programs are as complicated and different as airfares. You choose one, and a week later there is a lower price and different program. In this case I was getting overbilled, and receiving dunning letters while the cellular phone company was doing nothing about it. I finally called after the third wrong bill, and started to let the person on the line really have it. After I fired a couple of rounds of hostility at the young lady, I heard nothing. So I reloaded and let her have it all over again. This time she said, “Boy, I don’t blame you for getting upset. I would probably feel the same way if I were you.” The wind was out of my sails. It was over. I didn’t yell anymore. She then said “I’m not the one who sent you the bill, but I will do everything in my power to correct it.” She fixed it, and I was happy.

What you may not realize is you don’t have to give away the store to make things right. You don’t have to get in a shouting contest with someone whose complaint is unjustified, ludicrous, or stupid. Some people just want to be heard. They just want some type of appeasement, and it isn’t always money.

In a recent survey, most customers said they wanted the following from store owners, salespeople, and service personnel when they complained.

•They wanted to be believed. They wanted someone to see it from their side.

•They wanted some type of…

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