Every year, businesses across the country invest millions of dollars to hire consultants who propose to help them identify their areas for service improvement. That's great, and in some cases they may uncover hidden opportunities, but the savvy business person knows that they already have an "inside source" when it comes to areas for improvement: it's their unhappy customers. These are the people who have actually used your service, found a glitch, and have taken the time to tell you about it. They have done for you, at minimal expense, what the consultant does for a significant fee. It's a gift that is worth far more than the price of the goods and services with which it is linked.
Treating a complaint as a gift will require a shift in our thinking about the role of the customer in our business. Rather than a one-way service structure, in which we decide what the customer should have and then we provide it, we need to view the customer-provider relationship as being dynamic in nature with knowledge flowing both ways. Here are some tips for treating complaints as gifts:
- When receiving a complaint, say "Thank you for helping us to identify our areas for improvement".
- The more dramatic the situation, the greater the opportunity to demonstrate our commitment to serving the customer.
- Think of the information as "performance feedback" rather than a complaint.
- Focus on the message rather than the delivery, and keep your emotions out of it.
- Make it easy for your "customer-consultants" to provide feedback. Ask them at the time of checkout if they were pleased with their visit.
- Empower your employees to "thank" the customer for the gift by correcting the problem. When employees are empowered to problem-solve, service inevitably improves, along with customer satisfaction.



