Title: (Optional) Explain the process of resolving consumer complaints.
Course: Principles of Business and Marketing (12051-18) > Section: Making Sound Business Decisions

Identification should include the following principle steps:

1. Listen intently.
The customer needs to tell the story and feel that it has been heard.
2. Thank the customer.
Thank the customer for bringing the problem to your attention.
3. Apologize.
Sincerely convey to the customer your apology for the way the situation has made them feel.
4. Seek the best solution.
Ask what the customer is seeking as a solution. Often it is less than you initially thought you would have to give.
5. Reach agreement.
Seek to agree on the solution that will resolve the situation to the customer's satisfaction.
6. Take quick action.
Act on the solution with a sense of urgency. Customers will often be impressed more by your immediate attention than the solution itself.
7. Follow up.
Ensure the customer is completely satisfied, especially when you have had to enlist the help of others for the solution delivery.

Process/Skill Questions:

- Why do consumers complain? What complaints have you had as a consumer?
- What constitutes a valid consumer complaint? An invalid consumer complaint?
- Why should a consumer complaint always be in written form after the first step?
- Why would a consumer consider taking legal action to resolve a consumer complaint?
- How might a business respond to consumer complaints?
- Why is it important to listen to the customer?
- Why should you show empathy for your customers?
- What is meant by the statement, "the customer is always right"? When is the customer wrong?