“The customer is always right” the validity of this statement will continually be vigorously debated for years to come. What we can no doubt attest too though is that in most situations when a customer is verbally engaging the client with negative feedback they are under the perception that they are right. And as we say perception is nine tenths of their reality.
How do we take a customer from angry disappointment, disillusionment, and dissatisfaction to smiling contentment, and relief filled satisfaction? How do we then “Tickle” our way from a negative to a positive customer service outcome? We make it perfectly C L E A R how much we VALUE them, their feedback and their patronage.
Tickle #1
The value of Concern with which you handle the given situation will determine the level of customer satisfaction that results. The client must feel from you that you are acutely interested, and also that this dilemma is just as important to you as it is to them. Marilyn Suttle in the book, the Busy Guide to Creating Fierce Customer Loyalty stated, “When a customer is upset, remember that you’re dealing with a person, not a problem.”
Tickle #2
There can never be enough said about the value of Listening. As the client is addressing you with their problem, maintain eye to eye contact, limit distractions to zero, and ensure that your body posture is attentive and engaging. From time to time relay back to them some things they have said, this will assure them that you did hear what was being said. Kevin Kelly a renowned motivational speaker said “A compliant is a unique opportunity to strengthen the relationship with the client.” Ultimately your goal through listening intently is developing relationships of trust.
Tickle #3
The time to Empathize with your client is now. Rasheed Ogunlaru author of Putting the Heart Back into Your Business wrote “Until you understand your customers – deeply and 
genuinely – you cannot truly serve them”. You already know how the company feels, you must now put yourself in the client’s shoes and walk around for a few minutes, or however long it takes. Most often you will be hearing some of the same complaints be careful and always treat them individually no matter how much the commonality. Snap judgments are not to be made. If while listening you have found a common experience share it. Take the opportunity to ask questions that will give you a better perspective of the situation and can help you find the proper solution.
Tickle #4
Do not be afraid to Apologize when the appropriate occasions arise. There is a pervasive sentiment that by apologizing the door is left wide open for the client to come after you for everything you’ve got. I suggest that a sympathetic but confident apology along with a customer winning solution will most often times ensure the door remains closed and the customer thanking you for a number one customer service experience.
The next barrier or hurdle that is often met with respect to apologizing is the “I’m right, you’re Wrong”, syndrome. We must always remain cognizant of the fact, that it is the customer which drives the revenue. Well known author Mark Matthews wrote “Apologizing does not always mean you’re wrong and the other persons is right. It just means you value your relationship more than your ego.”
Tickle #5
Everyone, even the most irate customer deserves to be treated with decency and Respect. Growing up I would often receive the counsel from My Mother “remember you do not have to wallow in the mud to catch the pig, be patient and eventually it has to come out to eat.” In other words; never lower your standards, be patient and also eventually the opportunity you need will arise. 
Always allow the irate customer the opportunity to vent their frustration, all the while being patient and listening intently. The venting will eventually subside and now with an unfettered calm professionalism, and with the utmost respect, you graciously thank them for choosing your company, you would display your sincere commitment to assist them, you even look for opportunities to compliment and most importantly you deliver on your promised solutions.
Tickle your customers every day, make it perfectly C L E A R how much you value them, their feedback and their patronage. This is your business, This is The Business of U.
Keith M. Dean