1. Deal with feelings.

  1. Clarify the complaint.
  2. Take action without delay.
  3. A customer complaint is an opportunity to create customer goodwill.

Basic rules on how to treat customers better during customer’s moments of truth (contacts with you). 

Rule 1: The Customer is the most important person in the business.

Refocus attention to customers by understanding…

 Rule 2: The Customer is part of the business, and not an outsider. 

 Rule 3: The Customer is the lifeblood of the business. 

Who in this organization do you deal with everyday?

 Rule 4: The Customer is the person who brings us his wants, and it is our jobs to fill those wants. 

What is most important to your customer, that which will make his job in transacting with you easiest?

 Rule 5: The Customer is not cold and static; he is a flesh-and-blood human being with feelings and emotions.

 Rule 6: The Customer is not dependent on us; we instead are dependent on them.

 Rule 7: The Customer is not someone to argue with or match with against. 

Is the customer always right?

 Rule 8: The Customer is deserving of the most courteous and attentive treatment we can give him.

 Rule 9: The Customer is not an interruption of your work, he is the purpose of it.

 Rule 10: The Customer does us a favor when he calls. We are not doing him a favor by serving him.


1.Having to wait.

  1. Receiving curt, abrupt answers.
  1. Failure of employee to explain carefully and completely.
  1. Lack of information.
  1. Passing the buck.
  1. No genuine interest in solving the problem.
  2. Hiding behind rules


Goodwill or illwill may be created when: