Written by Olga Procevska, co-founder of Writitude
Black Friday — out. Returns and customer complaints — in?
Customer complaints are a fact of life in any business. No matter how exceptional your product or service, there will always be situations where customer expectations aren't met.
The way you handle these complaints can significantly impact your brand's reputation, customer loyalty, and overall business success.
This is why in the tone of voice guides I have created I always reserve a special place for responding to complaints, negative comments and other non-positive customer experiences.
This blog post will dive into the importance of addressing customer complaints effectively. In it you’ll find:
- Most common types of customer complaints
- Seven steps to handle customer complaints effectively
- How prepare your company to respond to customer complaints
- Mistakes to avoid when responding to negative experiences
- How to find the right tone of voice for handling customer complaints
- How to automate your complaint-handling guidelines
- Ways to turn complaints into opportunities
Continue reading and see how your business can turn a potentially negative experience into an opportunity for growth.
Why Handling Customer Complaints Matters
Acquiring a new customer costs five times as much as retaining an existing one. Effectively resolving complaints not only keeps customers but also enhances their loyalty.
Studies show that customers whose issues are resolved satisfactorily are more likely to do business with a company again.
Negative experiences can easily go viral. Mishandled complaints can damage your reputation, while a swift and professional resolution can turn a disgruntled customer into a brand advocate.
Customer feedback, especially complaints, is also a goldmine for identifying weaknesses and opportunities for improvement in your offerings or processes.
Types of Customer Complaints
Understanding the types of complaints you might encounter can prepare your team to address them effectively. Common types include:
1 Product Issues: Faulty, damaged, or underperforming products.
2 Service Complaints: Delayed, poor, or unsatisfactory service.
3 Billing Errors: Incorrect charges, unprocessed refunds, or unclear pricing.
4 Employee Behavior: Unprofessional or rude interactions with staff.
5 Policy Disagreements: Frustrations with return policies, warranties, or other company guidelines.
To respond adequately to customer complaints when they happen, you need to prepare your whole team before anything has happened.
Preparing for Handling Complaints
Train Your Team
Training is the cornerstone of effective customer complaint handling. Employees who are well-versed in conflict resolution techniques can navigate tense situations with confidence, turning potentially negative interactions into opportunities for customer satisfaction.
Teaching active listening skills is equally important; when customers feel heard and understood, they are more likely to be receptive to solutions.
Comprehensive training should also include a thorough understanding of your company’s policies and procedures, enabling employees to provide accurate and consistent information.
Role-playing exercises are invaluable for helping staff practice responses in a controlled environment, preparing them to handle real-world complaints with poise.
(No, not this type of role-playing! Try being in the shoes of a customer, voicing their concerns)
Beyond initial training, ongoing education is vital. Regular workshops and refresher sessions can address emerging customer concerns and reinforce best practices.
For example, as digital communication channels grow, training in email and live chat etiquette becomes increasingly important.
Encouraging employees to share their experiences and lessons learned during complaint resolution fosters a collaborative learning environment.
Investing in your team’s skills not only improves complaint resolution outcomes but also boosts employee morale and reduces turnover.
Empower Employees
Empowering employees to resolve complaints without needing constant managerial approval is a game-changer in customer service.
By giving staff the authority to make decisions within predefined boundaries, businesses can ensure faster and more seamless resolutions.
For instance, allowing team members to offer small discounts, process returns, or issue refunds for common complaints demonstrates trust in their judgment and reduces unnecessary delays.
This autonomy not only enhances the customer experience but also instills confidence in employees, motivating them to take ownership of their interactions.
Empowerment also fosters a more proactive approach to problem-solving. When employees feel trusted and capable, they’re more likely to go above and beyond to find creative solutions that exceed customer expectations.
As with content-production, the rule is: if your want quality, you need to provide autonomy.
To implement this successfully, provide clear guidelines on the extent of employee authority and ensure they’re equipped with the resources needed to make informed decisions.
Encouraging a "fail-forward" culture — where mistakes are treated as learning opportunities — helps employees feel supported even when they occasionally make errors in judgment.
Use Technology
Modern technology is a powerful ally in managing customer complaints effectively. Customer Relationship Management (CRM) systems allow businesses to log, track, and resolve complaints systematically, ensuring no concern falls through the cracks.
These systems also provide valuable data, such as the average time to resolution and frequently occurring issues. Identifying patterns in complaints helps companies address root causes and implement improvements that benefit all customers.
(Trying to visualise Technology here..)
Additionally, automation tools can streamline routine tasks like sending acknowledgment emails or follow-up messages, freeing up human agents to focus on complex issues.
Technology also enhances communication and accountability. Integrated platforms can connect different departments, ensuring everyone involved in resolving a complaint has access to the necessary information.
For instance, a customer service agent handling a billing error can instantly see notes from the finance team, avoiding repeated explanations and demonstrating a unified approach.
To maximize the benefits of technology, invest in tools that are user-friendly and train your team to use them effectively. Remember, the goal is to complement, not replace, the human touch in customer interactions.
Be Transparent
Transparency is a key component of building trust during complaint resolution. Customers appreciate honesty, especially when things go wrong.
If your company has made a mistake, it’s better to acknowledge it upfront rather than deflect blame or provide vague explanations.
A sincere apology coupled with a clear explanation of what went wrong demonstrates accountability and respect for the customer’s intelligence.
Transparency also involves outlining the steps you’re taking to resolve the issue and prevent similar occurrences in the future. This proactive approach reassures customers that their feedback is valued and acted upon.
Being transparent doesn’t mean overloading the customer with unnecessary details. Focus on providing relevant, straightforward information in a tone that’s empathetic and professional.
For example, if a delayed delivery was caused by a supply chain issue, explain the situation briefly and emphasize your commitment to timely service.
Regular updates during the resolution process can further reinforce transparency, ensuring the customer feels informed every step of the way.
Ultimately, a transparent approach transforms mistakes into opportunities to strengthen customer trust and loyalty.
Solicit Feedback
Asking customers for feedback on how their complaints were handled is a critical step in improving your processes.
It not only signals that you value their opinion but also provides insights into areas where your service may fall short.
Feedback forms, post-resolution surveys, or follow-up calls can capture useful information about the effectiveness of your resolution process and the customer’s overall experience.
Specific questions like "Was your issue resolved to your satisfaction?" and "How can we improve our service?" encourage constructive feedback that helps refine your approach.
Beyond collecting feedback, acting on it is equally important. Use the insights gained to identify recurring issues or gaps in training, policies, or communication.
Sharing aggregated feedback with your team fosters a culture of continuous improvement, encouraging them to adapt and evolve based on real-world input.
Additionally, closing the feedback loop — by informing customers about changes made in response to their suggestions — demonstrates that you value their voice and are committed to improvement.
This not only enhances your complaint resolution strategy but also strengthens customer relationships over time.
This is the framework that ensures successful handling of customer complaints. Now, let’s move to the practicalities of actual responses.
Seven Steps to Handle Customer Complaints Effectively
1 Stay Calm and Professional Emotions can run high when dealing with upset customers, but remaining calm is crucial. Show empathy and let the customer feel heard. Train your team to maintain a professional demeanor in all interactions.
2 Listen Actively Let the customer explain their issue without interruption. Show that you’re listening by making affirming comments, and paraphrasing their concerns.
At this stage, the most important thing is to avoid assumptions. Sometimes, the root cause of the problem is not immediately clear, and a full understanding is necessary before offering solutions.
3 Acknowledge the Problem Validating a customer’s feelings helps to diffuse anger and build trust. Apologize sincerely for any inconvenience caused, even if the issue was not your fault.
For example, a good initial response can go along these lines: "I’m sorry to hear about your experience. I can understand why this would be upsetting, and I’d like to make it right."
4 Gather All the Details Ask clarifying questions to ensure you fully understand the issue. This shows your commitment to solving the problem.
Depending on the specifics of the situation, clarifications may include such questions as: Can you tell me what happened? When did this occur? Do you have any supporting documents, such as receipts or emails?
5 Offer a Solution Once you have all the details, propose a solution that aligns with the customer’s expectations. If you’re unsure what they want, the best response is to ask them directly: "What can we do to make this right for you?"
6 Act Quickly Timely resolutions can prevent further frustration and demonstrate your efficiency. Whenever possible, resolve the issue on the spot. If additional time is needed, provide a clear timeline.
7 Follow Up After resolving the complaint, follow up to ensure the customer is satisfied with the solution. This simple gesture shows that you value their feedback and care about their experience. For example, a follow up can look like this: "Hello [Customer's Name], I just wanted to check in to see if everything was resolved to your satisfaction. Let me know if there’s anything else I can assist with."
Mistakes to Avoid
There are three big no-no’s when it comes to handling customer complaints:
Being Defensive Arguing with customers or deflecting blame only worsens the situation.
Ignoring Feedback Failing to act on repeated complaints signals a lack of care, which can drive customers away.
Overpromising Never make promises you can’t keep. It’s better to set realistic expectations and exceed them than to let customers down again.
The Right Tone of Voice for Handling Customer Complaints
The tone of voice you use when responding to complaints plays a critical role in diffusing tension, building trust, and preserving your brand’s reputation.
The tone of your initial response can set the stage for the entire interaction. A warm and understanding tone reassures the customer that their concerns are taken seriously, while a dismissive or defensive tone can make matters worse.
A professional and empathetic tone signals a customer-focused culture, whereas an indifferent or robotic response may suggest a lack of care.
Customers often approach complaints emotionally, feeling frustrated, angry, or disappointed. A calm and understanding tone can help diffuse these emotions, paving the way for productive dialogue.
The Right Tone: Key Attributes
1 Empathetic In negative situations, empathy is the most important thing. Empathy shows customers that you understand their feelings and frustrations.
Use phrases that validate their emotions without dismissing their concerns.
2 Professional While empathy is crucial, professionalism ensures the interaction remains focused and respectful. Avoid slang or overly casual language, even if the customer uses it. If a customer is highly upset, your tone should acknowledge their intensity without amplifying it. If they’re calm and polite, a more conversational tone is appropriate.
3 Calm A calm tone is essential, especially if the customer is upset. Avoid mirroring their frustration; instead, remain composed to help steer the conversation toward a resolution.
4 Reassuring Customers need to feel confident that their issue will be addressed. Use a tone that conveys competence and a willingness to help. Frame your responses positively to convey optimism and a problem-solving attitude. Instead of: "We can’t replace this item because it’s out of stock," say, "While this item is out of stock, I’d be happy to help you choose an alternative or issue a refund."
5 Authentic Customers can tell when responses are scripted or insincere. Personalize your tone and language to show genuine care and attention. Avoid long-winded responses that may seem impersonal, but don’t be so brief that you appear dismissive.
Add these Writitude rules to your custom tone of voice guide to make sure your brand handles customer complaints with empathy:
- Require writing about the company or brand in first person
- Require direct address to the audience
- Require writing with empathy
- Forbid words or phrases that may come across as aggressive
- Balance negative emotions with positivity
- Limit maximum number of words per sentence
- Limit maximum number of commas per sentence
- Limit maximum number of brackets per sentence
Alternatively, you can customize our ready-to-use automated tone of voice guide called “Empathy First.”
All you need to do to start using it is register for a Writitude account. Even users in the free “Basic” tier can access our predefined tones.
You’ll then be able to check all responses to customer complaints to see how they align with the standard you have set.
Your employees will get targeted feedback on any misalignments which will help you avoid the mistakes we talked about previously in this blog post.
Once the complaint has been resolved, is natural to want to put the issue to rest. Yet you should treat complaints as valuable sources of data that can help you improve your product, service or processes behind it.
Turning Complaints Into Opportunities
How can you do it?
- Identify Patterns
Frequent complaints about the same issue indicate a deeper problem that needs to be addressed, whether it’s a flawed product design or a gap in training.
- Enhance Loyalty
A well-handled complaint can turn a frustrated customer into a loyal advocate. By showing you care, you’re more likely to earn their long-term trust.
- Innovate
Customer feedback is invaluable for innovation. Complaints often highlight unmet needs or areas where your offerings can improve.
When I say it, I mean it. At Writitude, we have always treated our clients' negative experiences as no less valuable than the positive ones.
In fact, they are even more valuable to us. We actively encourage our customers to share what they didn’t like about Writitude because negative feedback — not the “everything is great!” kind — is what helps us improve our product.
This type of feedback is especially crucial for startups in the product-market-fit stage. So, if you’ve used Writitude and didn’t like it, we’re all ears! Reach out to us at [email protected] — we’d love to hear from you.
