Want higher profits? Embrace The Irate Customer.

The average business only hears from 4% of its dissatisfied customers. 96% of unhappy customers go into the world and speak poorly about your service to everyone who will listen. Bad news travels fast.

Company representatives run away from irate customers when they should be embraced as they provide opportunities to address and solve problems. Thus improving our services and preventing future complaints. 

Furthermore, research tells us that irate customers handled correctly and quickly often turn into loyal customers and brand advocates. 

Here’s what you need to know in order to turn your irate customers into a golden business opportunities:

1. Remain calm:

Do not try to match their anger levels. It is never okay to be rude to a customer. Though angry, customers need to vent their anger. Maintain control of the situation by keeping calm and avoid letting the customers feelings bring out the worst in you.

2. Don’t take it personally:

Although they are directing their anger at you, customers are not angry at you. Their response is directed towards the performance or quality of the service / product offered. You are representing your company, set aside your personal feelings. 

3. Listen:

Customers want to vent, be heard and for better or worse you have to fulfill that. Be receptive, hear them out and avoid interrupting them unless absolutely necessary. Listening can also be nonverbally communicated, i.e. body language. For instance; eye contact, standing or sitting up straight etc. all communicate how much attention you are giving the customer.

4. Get their name:

Addressing the customers as ‘Madam’ or ‘Sir’ is very formal and can sound insincere. Some customer service reps can manage to make it sound like an insult, saying it in a condescending manner. Use their name, e.g. ‘I hear you Mr. Amani’. It is a good one way to validate their experience and communicate the genuine efforts being given to finding solutions.

5. Sympathize and emphasize:

As established feelings are at the centered of this interaction. Make it known that you understand the client and what they’ve experienced as far as the product /service offered is concerned. Part of this is being respectful when receiving complaints and establishing common ground so the customer can calm down. See the situation from the client’s perspective and ask yourself how you would be feeling. Let the customer know that despite your position, you understand.

6. Apologize:

After you connect with the customer and calm them down, follow it up with a sincere apology and offer solutions to the problem at hand. Note that there is a difference between step 5 (sympathizing) and step 6 (apologizing); in the former you let the customer know that you understand their feelings about it, while in the latter you tell them how we regret that the problem has occurred.

7. Thank the customer:

Yes you got yelled at, but just think of the wonderful opportunity this customer has given you to improve. A simple “Thank you for bringing this to my attention. We will make sure this doesn’t happen again” is sufficient. 

8. Provide solutions:

Be aware of your company policy and offer solutions in line with that. Do not make over-promise but do exceed expectations. 

Here’s some parting wisdom for you: You will succeed at diffusing the situation 95% of the time. Most customers appreciate being able to vent and dealing with someone who cares enough to fix the problem. There are incidents where you will need to consult your supervisor/manager. The great news is the more you practice, the better you’ll become.