CARE can also serve as a framework to assist with conflict resolution.
| Connect | Credibility + TrustYou’re the right person who can resolve their issue. |
| Assess | Listen, Understand, Empathise The previously mentioned 5 Whys technique is an effective method for uncovering the root causes of their dissatisfaction, ensuring that you address the underlying issues rather than just superficial symptoms. |
| Recommend | When responding, avoid: “I don’t know/understand” (signals ignorance and inexperience). “It’s not within my power” (deflective and doesn’t solve the problem). Instead: “Good question, let me look into it” (you don’t have to have all the answers, but you need to confidently communicate that you can get them). “Could you clarify…/let me confirm if…” (never make assumptions). “Here are a few things we could do/try” (focus on what you can do, not what you can’t). Acknowledge: their problems, feelings, and frustrations All too often, we jump into prescribing and problem-solving, thinking it’s the right course of action, believing it will resolve the complaint, assuming it’s what the customers NEED. When, in fact, we should be listening, holding space for our customers, and letting them vent – because that’s sometimes all they really WANT. I’m very guilty of doing this myself with my wife. Sometimes, she vents about a bad customer interaction at work. The consultant in me reflexively starts troubleshooting, brainstorming solutions, or trying to find reasons why the customer may have behaved that way. Yet, all she really wants is to vent to someone who is willing to listen and receive affirmation of her feelings of frustration. I am not being misogynistic; this applies to both genders and is not exclusive to women. Apologize It goes without saying that you should rectify their problem if possible. However, sometimes, fixing the issue or obtaining a reimbursement or credit isn’t what they truly want or care about. Sometimes, all they really want is an honest and sincere apology. As obvious as it may seem to be an appropriate and polite way of responding to complaints, many organizations have policies that discourage apologizing. They worry that it could be used against them as a form of admission of guilt. There’s a fascinating Radiolab episode, “Apologetical”, which delves into this topic, discussing apology legislation designed to encourage open communication and resolution by ensuring that a simple apology is not taken as an admission of guilt. As they discussed in the episode, there are clear business benefits to apologizing – it significantly reduces the likelihood of customers filing lawsuits. While it does have the effect of minimizing the financial damage of your mistakes, I’m not suggesting that you use the apology as a mere tool. Instead, I’m emphasizing that it’s okay, and in fact, beneficial to apologize if you sincerely wish to express it. At the very least, you can still apologize for them having a bad experience, even if it’s an unfounded complaint that isn’t your fault or your company’s. Offer alternatives + collaborate on a solution Your understanding of what your customer desires as recourse may not always be accurate. Engage and involve them to better tailor your resolution to their satisfaction. Some customers may make unreasonable demands, or, in some cases, a problem or dissatisfaction may not be resolvable. Adopting a collaborative approach will ensure that they still walk away from the exchange with a positive experience. For example, “I can’t refund your entire bill; however, I can apply a credit for the full amount that will go towards your next bill” Here’s another real and personal example: I purchased a packraft (a durable and lightweight inflatable boat) from Kokopelli back in 2020. The model I selected had dual chambers, meaning the front and back of the boat were separated. I considered this feature important due to a past experience with a cheap inflatable boat from Intex. In that instance, I found myself panicking in the middle of a lake when a leak sprouted. Opting for a model with two inflatable sections seemed like a wise decision; in the event of a leak in one section, the other would still keep the boat afloat. After using it about 2-3 times, I began to notice a slight leak in the baffle (the section that separates the front and rear chambers), essentially turning it into a single-chamber boat. I contacted them about it, and here was my experience: 1. They were highly responsive and promptly offered to cover the shipping cost for its return. In the event it couldn’t be fixed, they also proposed a replacement. 2. It turned out the issue was unrepairable due to difficulty in access. They called me directly, clearly communicated and explained the problem and constraints. Unfortunately, sending me a new boat of the same model was not an option as this particular model had been discontinued. 3. They offered various options and were open and collaborative in seeking a resolution. I didn’t want a new boat because I specifically chose this model for certain features and sizing. I conveyed my preference to keep it and proposed that I would be satisfied if they could provide two of their waterproof/airtight dry bags. These bags could serve as backup buoyancy chambers, given that my Tizip model allowed me to open up a section of the boat for storage. They agreed to this solution. 4. They sent it back with expedited shipping and even exceeded my expectations by including several additional free accessories – a large carry bag, bow bag, and pressure gauge cap for the inflation valve. All in all, they turned what could have been a negative experience into a highly positive one, making me a big advocate for their brand |
| Engage | Exceed expectations in how you respond It’s even possible to turn errors into opportunities and transform complaining customers into raving advocates – how? By going above and beyond to deliver an exceptional customer service experience. John DiJulius shared in his book “What’s the Secret?: To Providing a World-Class Customer Experience” about the time he left his charger behind at The Ritz-Carlton Sarasota. The very next day, he received an air package containing his charger along with a note that read, “Mr. DiJulius, I wanted to make sure we got this to you right away. I am sure you need it, and, just in case, I sent you an extra charger for your laptop.” This is just one of many fables showcasing the legendary level of service at Ritz-Carlton. Read the famous story of Joshie the Giraffe or of how Ritz-Carlton Bali went above and beyond to source specialized eggs and milk for a family whose son had a food allergy. They make this possible by empowering their employees to craft these magical experiences on their own. Ritz-Carlton employees are authorized to spend up to $2,000 a day to resolve any guest problem. Further educate + set new expectations Whatever resolution you provide to your customer, it’s a good idea to take this time to reset expectations, ensuring that a similar complaint won’t arise. Educate them on what to expect with their new solution (whether you provided a different offering, downgraded, or even upgraded). |
Try not to take complaints personally. Often, they arise from issues that are outside of your control—such as pricing, a poor design experience, or unforeseen service or inventory interruptions. Even if a mistake was caused by misinformation you provided, the blame isn’t solely yours to bear. Training or perhaps standard operating procedures (SOPs) could be improved. Ultimately, mistakes are bound to happen; what’s more important is that you aren’t intentionally misleading people.
Read this post by Qualtrix XM for some really good tips and real-world examples to inspire how you might enhance your customer service experience. Here’s a quick summary of key points from that article:
- Large gestures aren’t always necessary; small gestures can still make a big impact if they’re unexpected.
- Proactively express that you appreciate and care about your customers.
- Meet them where they are by making it easy for them to reach you.
- Do not avoid communicating an issue, hoping that nobody will notice it. Instead, proactively acknowledge it. This preemptive approach doesn’t make you look bad and will eliminate most complaints because the issue is no longer unexpected.
- Today’s customers don’t just want products or services; they care about the experience.
- Actively engage and involve your customers in improving your offerings, and recognize them if you move forward with adopting their suggestions.
- Focus on cultivating advocates instead of influencers, despite their smaller reach. By prioritizing real everyday people over celebrities, it makes your brand more relatable and authentic.”
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