How to act on a customer complaint

There are many different situations that an organization can experience in the management of the different trade issues. Customer service is a priority in any circumstance since the voice of the consumer must be heard. Sometimes, the protagonist who has made the purchase at a given time presents a claim that must be answered. This is a communication process in which the organization assumes responsibility for transmitting credibility through empathy in the case that has been exposed to it. A criticism is not as comfortable as a compliment, but it elevates learning so as not to repeat the same event in the future.


Punctuality in attention

A procedure resolved at the wrong time feeds the disenchantment of the person who has seen how their expectations are broken by the sum of a chain of errors. In order not to fall into the risk of this vulnerability, it is positive that the company has an action protocol that represents the scheme to follow before examples classified in this subject.



Case knowledge

Someone who has a dissatisfaction in their shopping experience in the business, expresses a testimony that deserves to be heard with attention, calm and patience. Without this concentration on the important thing, the receiver runs the risk of having a partial interpretation of reality for not completing his point of view with the feedback of the client’s narrative. At the end of this moment, the person in charge will have a clearer vision of what has happened and of what is the reason why this person is expressing that claim.



Search for understanding

In case of objectivity in the description of this circumstance, the competent professional has the possibility to correct what happened through the search for a solution to the essential question. But it can also happen that the client has not understood some aspect and their confusion is caused by an idea that the entity itself can clarify in this personalized dialogue. The closeness in this process is important from beginning to end. If the client has arrived at the premises in a tone of disagreement for a specific fact, and leaves with a new opinion after the attention received, it may happen that he continues to trust the entity in the future.

In the search for a viable resolution, different realistic alternatives for the organization itself must be taken into account. The limits of the possible are contextualized in this frame of reference to which the origin of the case refers.


There is a message that conveys empathy at a time like this: the request for apologies from the company. In addition, the professional who is attending to the client must not only take care of what he says, but also his tone of voice. Kindness is key. Workers must receive training to give an effective response to claims of this type that can be presented throughout the life of the business analyzing the differential of each particular situation because there is no universal resolution.


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