Regardless of whether we’re buying a product or service, when we pay for something, we want to get exactly what we expected. How should we approach complaints in times when emotions are the most important factor when making a purchase, and when building a relationship between a customer and a brand?

Complaints are an inextricable part of the purchasing process in every company, but whether they turn everything upside-down or they help you increase sales depends entirely on your company’s policy and practices.

Complaints are one of the best things that can happen to a company

This is how every salesperson and sales manager should approach complaints. They’re not a scary as we make them out to be. What is a complaint, really? It’s simply feedback about what can be improved. Complaints are also one of the most effective ways to learn more about your own products and services. However, we’re talking about a situation in which both the company and their customers act honestly. We all know that there will always be customers who damage products themselves or who simply change their minds about the purchase and want to force the company to take them back. However, there are also companies that try a hundred different ways to prove to the customer that they’re not reporting a legitimate problem but are trying to cheat the company. That doesn’t change the fact that well-run companies are not afraid of complaints, they learn from them and use them to continuously improve their own products and services.

What do customers expect from us when they complain about something?

A customer reporting a complaint is openly communicating that they have a problem. Regardless of whether they’re right or wrong, they certainly expect not only that you will replace or repair the defective goods or service, but that you will ‘take care’ of their emotions. It’s worth knowing that even the most difficult complaint can be nipped in the bud if you account for the customer’s six basic expectations:

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