Responding to a Customer Complaint

Responding to a Customer Complaint

Is it better to respond quickly to complaints or take time on the answer?

By Emma Meakin

Acknowledge complaints as quickly as possible, but then make sure you follow up with a thorough response.

Your initial response needs to convey to your customer that you take their complaint very seriously. If you can fully address their concerns straight away that’s great, but if not you should reassure them by setting out what you’re going to do. Give them a timescale – then stick to it.

The threat of an unhappy customer is that they’ll share their bad experience with their friends, or even the media. A single bad review online can have a lasting impact on your acquisition. Your complaints response strategy needs to neutralise this threat as quickly as possible by creating a positive impression right from the start.


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