How to Understand Angry Customers

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What Do Angry Customers Really Want From You?

Most employees naturally assume that angry customers only want you to “fix” something that is broken. Otherwise, these customers wouldn’t be angry in the first place, would they? The reality, however, is a bit more complex than it might first appear.

Actually, customer service people who assume that a problem fix is the resolution to every unhappy caller’s issue are making the most common mistake of employees in dispute resolution. Newer employees will quickly learn that, even after they fix a problem, some customers are still in “anger mode." At first, this can be confusing and annoying for the employee. There is a strong temptation to say something like, “I fixed your problem. Why are you still angry?” While you really cannot say things like that, it's natural to at least think these thoughts.

Therefore, it is important to understand that many unhappy customers want something more than – or, at least, in addition to – problem solving. Here are a few common customer "wants" that often go unrecognized by employees..

• Angry customers want to be heard. Sometimes the reason for the problem – and the anger it generates – is more important than the problem itself. Displeased customers often just want someone to listen to them. If you do listen, often your upset caller feels better almost immediately. This might make the actual problem resolution much easier and more pleasant.
• Angry customers want to be acknowledged. Customers are people first and customers second. On many occasions, their primary goal is to get your acknowledgment that they have a voice, a value, and deserve some respect. In many cases, they do not receive much respect at their job, their home, or somewhere else. Even if they don’t realize it consciously, their need for acknowledgment and respect are important.
• Angry customers want to be understood. People don’t want to appear crazy or irrational. They want you to understand their position and give credit for its legitimacy. You don’t have to agree with their position. Agreeing with their right to have a position is often sufficient to satisfy many angry customers.

These are only a few of the major reasons angry customers often want a bit more than just a resolution to their specific problem. While it may be unreasonable for any company to expect its customer relations staff to be psychologists, employees should at least understand some of the motivational factors that influence unhappy customers.

How to Deal Effectively With Unhappy Customers

Regardless of the rational or irrational factors that influence the behavior of angry customers, it is your responsibility to mediate their concerns, solve their problems, and keep them returning to your company. Here are some tips that might help you accomplish this goal.

• Learn some responses that diffuse explosive situations.. Simple responses like, “I don’t blame you for being upset; let’s try to fix this situation,” can resolve many negative situations quickly. Another effective approach: “I understand your frustration. Let’s see if we can correct this situation.” Phrases like these can work wonders with angry customers.
• Make it clear that you are focusing on the customer’s frustration and not on “company policy.” Angry customers care little for company policy and/or procedures. Convince them that your only focus is on their specific problem and its resolution to their satisfaction..
• Understand that a customer’s anger is not personal. Treating a customer’s anger as a personal attack accomplishes little. Get real. They didn’t know you existed a few moments before you started your conversation. Their anger is not directed at you personally. This should help you maintain your objectivity and professionalism as a company representative.
• Take immediate action and make your customer aware of it. Listening to a customer’s complaints is important. But, once you have let them vent, take some action to correct the problem. Let your caller know you are taking action to fix their problem.

Regardless of the efficiency, effectiveness, or professionalism of your company, there will be customers and clients who will be unhappy at times. Understanding their feelings and issues is critical to your success in solving their problems. Once you understand the motivation and concerns – as well as the issues – of disgruntled customers, you can usually solve any problems that exist.

Refrain from assuming anything until you have heard what the customer has to say, and understand how they feel about their current problem before you try to resolve it. Once you know what you’re dealing with, however, take immediate action to rectify the situation.

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