Responding to complaints is one of the most challenging writing tasks; it’s difficult to be cool, rational and positive when faced with a customer who might be furious and insulting.

It helps to remember that when customers take the time to complain, they’re doing you a huge favour. First, they help you identify services or procedures needing improvement. Second, by voicing their problem, they give you a chance to fix it. And this is the real opportunity: solving your customer’s problems is a great way to develop and strengthen your relationship with them.

Here are a few tips to help you respond positively to your customers:

• Approach the letter or email by putting yourself in the customer’s shoes. Imagine how he or she perceives the problem. Remember: it’s not personal.
• Acknowledge the problem. Admit when the customer is right. Don’t try to cover up or create an alibi.
• Avoid providing all the details of an error—focus on how the error was corrected.
• Say you’re sorry, but don’t overdo it.
• Avoid using negative trigger words like ‘complaint’ and ‘error.’
• Let your anger cool before you start writing.

If well written, these letters can make the difference between a customer who is your greatest advocate and one who’s lukewarm and open to competitive offers.

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