Dealing With Angry Customers

Something has gone wrong with one of your recent installations, and the customer is in your face and letting you have it. The flooring in her home is a different shade than what she ordered, or the finish is peeling, or the boards are cupping. She may be raising her voice or issuing veiled threats. In the face of this verbal onslaught, you're trying to compose a response while keeping your emotions in check. If you've encountered this situation before, you know how tough it can be, but handling it effectively is easier than you think — if you develop anger-response skills. Here's a step-by-step guide:

THE BEGINNING (30 SECONDS)

First and foremost, listen —immediately. No delays. As you listen, remember the triggers that can deepen a customer's anger: a seemingly uncaring attitude, argumentation or officious behavior. (See "Anger Triggers: What Sets Customers Off.")

As you size up the offended customer, gauge his emotional type: Is he a methodical inquisitor? An avenger? A bureaucrat anxious to catch someone breaking the rules? A righteous victim? Understand the customer's emotional type, and you'll be able to gear your conversation accordingly.

As the customer speaks, listen with your entire body. Arch forward a bit, keep your head erect, gaze at the customer and nod as he emphasizes key points.

At the same time, guard against displays of emotion on your part, however upset or angry you may be feeling. If you should find yourself becoming defensive or angry, count to 10 (yes, this technique really does work) or breathe deeply for a few seconds.

After the customer gets the conversation going, signal your willingness to continue: Invite him to sit down, step over to a more private location or enter your office. This simple action on your part symbolizes your interest in the customer— and sets the tone for a productive resolution of the problem.

THE CONVERSATION (2 TO 10 MINUTES)

Allow your customer to blow off steam if she must. Early in the conversation, let her know that you take all complaints very seriously and that you're seeking a resolution to the problem. But don't promise anything at this point. Picture yourself as an impartial observer. Let your customer know that your immediate goal is to understand the problem, as well as the circumstances that caused it, and then work with the customer to address it.

Continue to listen carefully as you walk through the problem with your customer. When you must answer a question or respond to a comment, speak slowly and thoughtfully. If the customer raises her voice, nod and make a notation on your notepad; this is an expression of your attentiveness. If your customer's anger persists, offer a subtle reaction to her outbursts — say, by moving your head back slightly whenever one occurs. 

Remember the customer's emotional profile? Now is the time to use that knowledge. If the customer is angry that the floor wasn't installed exactly the way she expected, for instance, you might explore your installation procedures. If the customer feels her wishes were not taken seriously, you might affirm her. Model your communication style in response to the customer.

While you must continue to actively listen, you can relax your body somewhat during this phase of the conversation. Here, you may put the customer at ease for the first time. Continue to acknowledge the legitimacy of her emotions and offer anecdotes about problems you've encountered in the past with other home-improvement contractors. Move physically closer to the customer when she relaxes a bit.

And if you can, ascertain why the customer is bothered by the problem. A customer who encountered an installation delay, for instance, might not be angry about the late installation, but about having to change her plans as the result of the delay.

ATTACKING THE PROBLEM (2 TO 10 MINUTES)

Up to this point you've made no promises to the customer. In fact, you may not have said much, preferring instead to let the customer speak. Apologize, if that's appropriate. Outline in general terms how you'll go about resolving the problem. If you can give specifics — such as offering to resand and refinish the floor, replace the unacceptable boards or make an adjustment on the customer's account, do so. However, be sure to underpromise rather than overpromise.

It's more likely that you can't resolve the problem on the spot, but you can indicate your next step, such as visiting the home to inspect the floor, for example, or writing a letter to a manufacturer.

If possible, give the customer options — two or three ways you can address the problem. To most customers, options symbolize power. Or if you're in a position to resolve problems without having to consult someone else, simply ask: "What can I do to make things right?" While you might not be able to meet the customer's exact terms, those few words can begin a fruitful negotiation.

If you find yourself unable to resolve the problem to the customer's satisfaction, you might suggest potentially extreme solutions: dismissing an employee, shutting the entire business down for a few hours or dropping an entire product line. These suggestions, if presented properly, sound so extreme that even diehard complainers wouldn't advocate them.

A word of inspiration: This stage of discussion is often frustrating and aggravating, but think of it is an opportunity to sell your responsiveness. If you can make a "sale" here, you may end up with a grateful customer for years to come.

AFFIRMING THE BOND (30 TO 60 SECONDS)

The close of your conversation is an opportunity for you to thank your customer for bringing the problem to your attention. It's an opportunity, too, for you to reaffirm the customer seller bond. A handshake, a small gift, or an invitation to call back anytime works wonders.

HOW DID YOU DO? (1 TO 2 MINUTES)

After the customer leaves, take a minute or two to reflect on what you did right and what you did wrong during the encounter. Did you identify the problem quickly? Establish rapport with your customer? Did you meet your own complaint-resolution standards?

After assessing your own performance, make a note in your calendar to call or write the customer in another day or two. And note, also, any action you must take to meet promises you made to the customer.

Confronting and addressing customer anger, remember, is a skill. Like any skill, you can improve your efforts with practice. Look upon encounters with angry customers not as occasions to be feared, but as opportunities to improve your skills and demonstrate to your customers that you're really as responsive as you claim to be. 

Richard Ensman is a free-lance writer who specializes in business-management topics.