UNIT 17: HANDLING COMPLAINTS

Structure

17.0 Objectives
17.1 Warm up
17.2 Reading: a Complaint is a Gift
17.3 Vocabulary
17.4 Listening
17.5 Writing and Speaking
17.6 Grammar: Noun Clause
17.7 Pronunciation: Choice of Stressed Syllables in an Utterance
17.8 Let Us Sum Up
17.9 Answers

17.0 OBJECTIVES

This Unit deals with the sensitive issue of handling customer complaints. Here
you will learn:

• The need to value complaints

• The importance of listening while a customer is complaining
• The importance of staying calm while dealing with complaints
• To involve the customer in dealing with the problem
• How to say ‘no’
• Phrases to use while dealing with complaints
• Phrases to avoid while dealing with complaints

17.1 WARM UP

Let’s begin by asking ourselves these simple questions:

i What are the things that make me lose my patience?

ii How often do I tend to lose my cool?
iii How rapidly does my anger increase if somebody
keeps me waiting?
iv How do I handle my own temper?
v How do I react when someone gets angry?
vi Do I like it if someone tells me that my anger is
unjustified?

17.2 READING: A COMPLAINT IS A GIFT

No company would ideally like to work in a manner that actually invites

complaints from the customer. Customer complaint, however, is an
unavoidable consequence of being in the market. Even so, it need not be taken
as a negative experience because, if handled well, it can be a valuable asset.

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 Customer Service A complaint is, in fact, a very important piece of feedback. Believe that each
customer that complains is giving you an opportunity to make things right. It
also shows that they have enough faith in your company to help them resolve
their problem, regardless of who is at fault. It is also possible that customers
are giving you feedback on your product or service that your company may
have overlooked. If you incorporate this feedback into your approach, you will
be better able to meet their needs and thereby be more successful in your
venture.

Greet the customer with a smile, and thank him/her for the complaint, but be
sure to explain to him/her why you appreciate the complaint. Then apologize
for the inconvenience to him/her and proceed with trying to rectify the
situation. Should you need to check something with your superior and need to
put them on hold, ask for permission before doing so.

With your voice and your words, communicate to him/her that you are treating
the matter with the urgency it deserves. Rapid responses show you are serious
about service recovery to the customer. Then proceed to correct the mistake as
quickly as possible. Research has proven that the sooner a complaint is
resolved with the customer the greater the satisfaction and the more likely the
customer will continue to use your services.

Keep your Composure

It is more than likely that the complaining customer is agitated, irritated, or

just very angry. There could be many reasons for this like having to call many
times, numerous transfers, past experience with other agents, long call
durations, etc. Be patient, get him/her to talk, and show him/her you are
listening to him/her by making the right noises in response. Above all, remain
calm and patient. This will help you stay problem centered. Remember that
the caller has his/her reasons for being agitated – respect them.

Reassure your Customer

The moment you realize that your customer has called in to make a complaint,
prepare yourself to reassure him/her. Regardless of whether you think the
complaint is valid or not, you do not want to annoy and alienate your
customer. Assure him/her that your prime concern is in sorting out his/her
problem. Ask questions to find out what s/he wants, and paraphrase to show
you understand and are interested in helping. S/He needs to hear proof of your
empathy and concern – it reassures and calms him/her.

Involve the Customer

One way to effectively handle a problem or complaint is to involve the

customer in resolving it. Provide him/her with all possible alternatives, ask for
his/her ideas, and if they seem reasonable, grant them. If not, choose a
solution that is reasonable and agreeable to both parties. The caller is always
more satisfied if s/he is involved with finding the solution to his/her problem.

How to say ‘No’

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The trickiest situation is that in which you have to refuse to do what s/he
wants. See that you don’t sound offensive. Express regret that you cannot
accept his/her demand but always explain the reason why you cannot accept it.
Acknowledge and empathize with the customer’s feeling of disappointment, Handling
even while making clear that you cannot change your stand. Do not use strong Complaints
words, but be gently firm.

Above all, keep your objective in mind – you want to do your best to retain
the customer. Never try to win the argument with the customer. An argument
won is a customer lost. Remember that through resolving a complaint
efficiently and fairly, you can retain the customer's loyalty and potentially gain
new customers through good feedback. Research has shown that seven out of
ten complaining customers come back to you if you resolve the complaint in
their favor and, if it is resolved on the spot, almost all of them will do business
with you again.

Check your progress 1

Based on what you have learnt from the text, fill up the blank spaces to
complete these sentences.

i Customer complaint should not be thought of as a ………………

……………….
ii Sometimes complaints give us feedback on our product or service that
our company ………………………………...
iii When a customer comes to you with a complaint it also shows he has
……………………………………………………………………...
iv Complaining customers get agitated for various reasons like
…………………………………………………………………………
…………………………..……………....
v While dealing with an agitated or angry customer always stay ……….
…………………………………….
vi Even if you think his complaint is not valid, you should take care that
you don’t ……………………………………………………..
vii ………………………………………….….. to show the customer you
understand what he is saying and want to help.
viii The customer needs to hear proof of your ………………….
……………………………….
ix Customers like it if we involve them in ……………………………….
x When refusing to meet a demand made by the customer we have to be
careful not to ………………………………………..
xi Always ………………………………………..why you cannot accept
his demand. 55
 Customer Service xii If you try to win the argument with your customer you will
……………………………….

17.3 VOCABULARY

In a customer service environment the language that we use can have a strong
effect on how the customer perceives the service. And when dealing with
customer complaints the language you use becomes an even more sensitive
issue.

There are certain words and phrases that diffuse tension in such situations, and
certain others that increase tension and can trigger emotional and often
aggressive and angry responses.

Positive words like definitely, surely, absolutely, certainly calm the customer
whereas others like can’t, shouldn’t have, should have and but sound
negative and can provoke him/her to anger.

Activity 1

Given below are phrases some of which can provoke an angry reaction from
the customer (Type A) and others which can have a calming effect on him/her
(Type B). Classify these as Type A/Type B.

1 What I can do for you right now is ….

2 Why didn’t you…
3 May I explain…
4 I’m sorry you had to…
5 You should have…
6 I've got problems too…
7 Do you think ……… would be a good idea?
8 I’ll be happy to check…
9 You never…or you always…
10 Would you be interested in seeing…?
11 Some people find it helpful to…
12 Our policy does not permit…
13 In order for me to assist you better…
14 Do you have any suggestions?
15 There is nothing I can do…
16 Rest Assured Mr.……
17 You’re not the only one in a hurry…
18 I do understand the inconvenience you have faced……
19 I will be more than glad/ happy to assist you….
20 I completely understand the reason why ….
21 Calm down Mr.…
22 I will certainly ensure that…
23 What I will do for you right away is……
24 I've already told you a hundred times…
25 I assure you I will try my best…..
26 I’m sorry for the inconvenience that you have faced, what I can do for
you is…
27 You don't realize…
56 28 That’s impossible…
29 I would suggest / I recommend…..
30 To avoid a similar inconvenience in future I request you to….

17.4 LISTENING Handling

Complaints
Activity 2

Listen to these two conversations between an executive and a customer and

fill in the gaps. Discuss which of the two executives handled the complaint
better and why. How would you have dealt with the conversation that you
thought was not handled correctly?

Conversation 1

Executive: Good morning, Excel Services. This is Alan. …………………

….…….. you?
Caller: I’ve ……………………….. about getting reminders to pay my
credit card bill. But I’ve already paid it three days ago.
Executive: ………………………..………………, Ma’am?
Caller: But I have. Do you think I would lie about this?
Executive: No, but ……………………….. you to pay the bill again?
Caller: That’s what I don’t understand. And it’s your problem to look
into this, not mine.
Executive: But …………………………………. that you have made the
transaction?
Caller: What do you mean by that? Have I not already told you that I
have?
Executive: Okay. ……………………….. your account status, and I’ll let
you know. May I have your…………..

Conversation 2

Executive: Good afternoon, Pioneer Services. This is Sunil Mehra. How

may I ………………………..?
Caller: I’d like to speak with ……………………….., please.
Executive: ……………………….., sir. Could you please tell me
……………………….. about?
Caller: No, I don’t wish to tell you that because I’ve already
……………………….. several times. And right now I’ve been
on the phone for ten minutes before I finally got to speak to
you.
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 Customer Service Executive: I’m sorry you had to ………………………………. such
inconvenience. I assure you I can help you with what is
bothering you.
Caller: Okay. Let me tell you this for the last time then. For the last
four months people from your company have been
……………………………. for somebody who does not live
there any more.
Executive: Hmm hmm.
Caller: I have told them this each time, but the calls persist. So now I’d
like to speak with someone with authority who can
……………………….. that nobody calls on that number again.
Executive: I …………………………………. you are upset about this. If
you could just give me the number, I will delete it from our list
right away.
Caller: How do I make sure nobody from your office will use it any
more?
Executive: As of now, ……………………….. that you will not be on our
calling list. But in future, if you wish to avail of our services,
we will be only too happy to help.
Caller: The number in question is…………………. Thank you for
your help.
Executive: You’re welcome, and ………………………...

17.5 WRITING AND SPEAKING

Activity 3

Pair Work

Listen to Conversation 1 of the Listening section again. Now write the

conversation again according to how you think it should be done. Record it
with your partner. Exchange your recording with another pair and listen to
each other’s version.
.………………………………………………………………………………….
.………………………………………………………………………………….
.………………………………………………………………………………….
.………………………………………………………………………………….

17.6 GRAMMAR: NOUN CLAUSE

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Read the sentences below from the text:

1 It also shows that they have enough faith in your company.

2 … but be sure to explain to him/her why you appreciate the complaint.
3 … communicating to him/her that you are treating the matter with Handling
urgency. Complaints

The clauses underlined above are noun clauses because they do the work
of nouns.

i A noun clause is complement to a verb, example:

It is also possible that customers are giving you feedback on your

product…

ii They act as subject to the verb as in the sentence, example:

How the leopard entered the factory was a mystery.

Whatever happens, it is His will.

iii They act as object to the verb as in the sentence, example:

The young girl knew who the thief was.

She also knew where he lived.

iv A noun clause is object to a preposition, example:

The executive did not pay attention to what the customer was saying.

How do you identify a noun clause in a sentence?

Ask the question “what” about the verb of the sentence and the group of words
that give you the answer, will be the noun clause. Example

Research has proven that the sooner a complaint is resolved with the customer
the greater the satisfaction…

Here you may ask “What has the research proven?” and the answer to this,
“that the sooner a complaint…” is the noun clause.

The following words called subordinating conjunctions introduce noun

clauses.

that who when however what whoever

whenever where whatever why how wherever
whether

Check your progress 2

1 Complete the following sentences by adding noun clauses as objects.

Use the clues given in brackets and the appropriate subordinating
conjunction.
i I don’t know ………………………….. (get/money back). 59
 Customer Service ii Can anyone tell me …………………….(the matter/with him)?
iii Please confirm …………………… (you can come/on Sunday).
iv It is a good thing ……………… (he/working hard).
v The airhostess asked me ………………………(want/coffee,
tea or juice).
vi I don’t understand ……………………………………………...
(she couldn’t/come/event).
vii Preeti hasn’t decided …………………………. (go/Mumbai).
viii Jitendra didn’t say ………………………..……….. (he/stay in
Delhi).

2 Complete the sentences with appropriate noun clauses. We have done

one for you.

i My boss said, “You ought to work harder.”

My boss told me that I ought to work harder.
My boss suggested that I ought to work harder.
ii The Managing Director said, “Riya, why don’t you go for a
leadership training course?”

The Managing Director suggested ………………………………..

……………………………………………………………………..
The Managing Director hoped ……………………………………
……………………………………………………………………..
The Managing Director wanted …………………………………..
……………………………………………………………………..
iii The Office Manager told the staff, “please come to office on
time.”

The Office Manager advised ……………………………………...

The Office Manager hoped ……………………………………….
The Office Manager wanted ………………………………………
The Office Manager suggested …………………………………...

iv Aliya said, “I wish I didn’t have to work so hard.”

Aliya wished ………………………………………………………

Aliya hoped ……………………………………………………….
Aliya wanted ……………………………………………………...

v The Manager said, “It is hard work that pays in the end not
sucking up to your boss.”
60 The Manager advised ……………………………………………..
 The Manager commented ………………………………………..
The Manager suggested …………………………………………..

17.7 PRONUNCIATION: CHOICE OF STRESSED Handling

Complaints
SYLLABLES IN AN UTTERANCE

We mentioned in Unit 14 (14.8) that in connected speech we stress those

words which are important for the meaning the speaker wants to convey to the
listener. We pointed out that if the meaning does not require any particular
word to be stressed specially; the speaker will stress the content word and
leave the grammatical words unstressed. We also said that if a content word
has more than one syllable we stress only one of its syllables and that it is the
syllable which we stress when we say the word by itself. Let us look at some
examples. In the examples given below, stressed syllables are marked with the
vertical bar. The division into tone groups is indicated by the slanting line ( / ).

1 'If it 'rains, / I shall 'stay at 'home.

2 'Content 'words / are 'stressed in an 'utterance.
3 'When we 'speak, / 'long 'sentences are di'vided into 'smaller 'bits.
4 'Grammar is a 'branch of lin'guistics.
5 Pho'netics 'deals with 'speech.
6 'Speech sounds are di'vided into 'vowels and 'consonants.
7 The 'Mahabharata / is 'one of the 'greatest 'epics of the 'world.
8 'Once upon a 'time / there was a 'great 'story-teller / who was called
'Hans 'Christian 'Andersen.
9 'Robert 'Browning was a 'great 'poet.
10 My 'friend’s an 'optimist.
11 'Shrimati 'Indira 'Gandhi / was ass'assinated in 'nineteen eighty 'four.
12 The 'Indian 'army / is 'one of the 'best in the 'world.
13 'Students 'ought to be 'disciplined.
14 The 'Indian 'medium range 'missile 'Agni/was 'launched in 'May this
'year.
15 When'ever the 'traffic lights are 'red/, all 'vehicles should 'stop.
16 I 'went to the U'nited 'States of A'merica / when I was nine'teen, / and
'stayed there for 'four 'years.
17 I’m a 'student of 'Indira 'Gandhi 'National 'Open Uni'versity.
18 We’ve a'chieved a 'number of 'things / in our 'sixty 'years of
inde'pendence.
19 Though 'Ravi is 'clever, / he is ex'tremely unde'pendable.
20 The re'sults of the exami'nation / were an'nounced this 'morning, / and
our 'school has a'chieved a u'nique di'stinction.

17.8 LET US SUM UP

In this unit we have learnt the importance of respecting customer complaints.

If handled with seriousness and care, they help us to overcome our
weaknesses, and build systems that help us serve the customer better.

Here we have also talked about the importance of tackling complaints with the
right attitude and of keeping our composure while doing so. The focus should
be on solving the problem, and if we involve the customer in finding the
solution, his satisfaction is greater. We have learnt that refusing to do 61
 Customer Service something also needs to be done artfully so as not to offend the other person.
Also, if a complaining customer is satisfied with the response he gets, he is
more than likely to come back, and also bring in new customers.

17.9 ANSWERS

Check your progress 1

i Customer complaint should not be thought of as a negative

experience.
ii Sometimes complaints give us feedback on our product or service that
our company may have overlooked.
iii When a customer comes to you with a complaint it also shows s/he has
faith in your company to resolve his/her problem.
iv Complaining customers get agitated for various reasons like having to
call many times, numerous transfers, past experience with other
agents, long call durations, etc.
v While dealing with an agitated or angry customer always stay calm
and patient.
vi Even if you think his/her complaint is not valid, you should take care
that you don’t annoy and alienate your customer.
vii Paraphrase what s/he has told you to show the customer you
understand what s/he is saying and want to help.
viii The customer needs to hear proof of your empathy and concern.
ix Customers like it if we involve them in finding the solution.
x When refusing to meet a demand made by the customer we have to be
careful not to sound offensive.
xi Always explain the reason why you cannot accept his demand.
xii If you try to win the argument with your customer you will lose him.

Activity 1

1 What I can do for you right now is ….(B)

2 Why didn’t you… (A)
3 May I explain… (B)
4 I’m sorry you had to… (B)
5 You should have…(A)
6 I've got problems too…(A)
7 Do you think ……… would be a good idea? (B)
8 I’ll be happy to check…(B)
9 You never…or you always…(A)
10 Would you be interested in seeing…(B)
11 Some people find it helpful to…(B)
12 Our policy does not permit…(A)
13 In order for me to assist you better…(B)
14 Do you have any suggestions? (B)
15 There is nothing I can do…(A)
16 Rest Assured Mr. …… (B)
17 You’re not the only one in a hurry…(A)
18 I do understand the inconvenience you have faced……(B)
19 I will be more than glad/ happy to assist you….(B)
20 I completely understand the reason why ….(B)
62 21 Calm down Mr. …(A)
22 I will certainly ensure that…(B)
23 What I will do for you right away is……(B)
24 I've already told you a hundred times…(A)
25 I assure you I will try my best…..(B)
26 I’m sorry for the inconvenience that you have faced, what I can do for Handling
you is… (B) Complaints
27 You don't realize…(A)
28 That’s impossible…(A)
29 I would suggest / I recommend…..(B)
30 To avoid a similar inconvenience in future I request you to….(B)

Activity 2

Conversation 1

Executive: Good morning, Excel Services. This is Alan. What can I do

for you?

Caller: I’ve called to complain about getting reminders to pay my

credit card bill. But I’ve already paid it three days ago.

Executive: How is that possible, Ma’am.

Caller: But I have. Do you think I would lie about this?

Executive: No, but why would we ask you to pay the bill again?

Caller: That’s what I don’t understand. And it’s your problem to look
into this, not mine.

Executive: But are you quite certain that you have made the transaction?

Caller: What do you mean by that? Have I not already told you that I
have?

Executive: Okay. I’ll have to check your account status, and I’ll let you
know. May I have your…………..

Conversation 2

Executive: Good afternoon, Pioneer Services. This is Sunil Mehra. How

may I assist you?

Caller: I’d like to speak with somebody senior, please.

Executive: Certainly, sir. Could you please tell me what this is about?

Caller: No, I don’t wish to tell you that because I’ve already made this
request several times. And right now I’ve been on the phone
for ten minutes before I finally got to speak to you.

Executive: I’m sorry you had to put up with such inconvenience. I assure
you I can help you with what is bothering you.

Caller: Okay. Let me tell you this for the last time then. For the last
four months people from your company have been calling my
63
 Customer Service home number for somebody who does not live there any
more.

Executive: Hmm hmm.

Caller: I have told them this each time, but the calls persist. So now I’d
like to speak with someone with authority who can make sure
that nobody calls at that number again.

Executive: I completely understand why you are upset about this. If you
could just give me the number, I will delete it from our list
right away.

Caller: How do I make sure nobody from your office will use it any
more?

Executive: As of now, I assure you that you will not be on our calling list.
But in future, if you wish to avail of our services, we will be
only too happy to help.
Caller: The number in question is 12345678. Thank you for your help.

Executive: You’re welcome, and have a nice day.

Comparison of the two executives:

The executive in Conversation 1 isn’t polite and uses inappropriate and
offensive language. He also shows a tendency not to believe the customer, and
indicates that he will have to clarify if the customer is speaking the truth.

On the other hand, the executive in Conversation 2 is polite, helpful, uses the
right language and assures the customer that he is eager to help.

Activity 3

Conversation 1: This is a sample. Yours could be different. But make sure

your conversation has the executive speaking politely, and not using phrases
that imply he believes the customer is lying. He needs to show understanding
and concern for the customer, even while insisting that he needs to check the
records to verify the truth of the customer’s claim.

Executive: Good morning, Excel Services. This is Alan. How may I assist
you?

Caller: I’ve called to complain about getting reminders to pay my

credit card bill. But I’ve already paid it three days ago.

Executive: I completely understand why you are angry if that is what has
happened. Would you give me moment to check the details of
your payment?

Caller: Do you think I would lie about this?

Executive: No, but in order for me to assist you better in sorting out this
confusion, I would have to check our records too.

Caller: I don’t understand why you have to do that. And it’s your
64 problem if your records aren’t correct, not mine.
Executive: Rest Assured Mr. ______. We will not charge you twice for the
same bill. But please give me some time to check your account
status, and I will get back to you by 4 pm.

Caller: See that you sort this thing out today. I don’t want anyone Handling
harassing me for it again. Complaints

Executive: I assure you I’ll take care of it immediately.

Check your progress 2

1 Completed sentences:

i I don’t know how to get the money back (get/money back).

ii Can anyone tell me what’s the matter with him (the
matter/with him)?
iii Please confirm when you can come on Sunday (you can
come/on Sunday).
iv It is a good thing that he is working hard (he/working hard).
v The airhostess asked me whether I wanted coffee, tea or juice
(want/coffee, tea or juice).
vi I don’t understand why she couldn’t come for the event (she
couldn’t/come/event).
vii Preeti hasn’t decided how she should go to Mumbai
(go/Mumbai).
viii Jitendra didn’t say where he stayed in Delhi (he/stay in
Delhi).

2 Completed sentences with appropriate noun clauses:

ii The Managing Director suggested that Riya should go for a

leadership training course.

The Managing Director hoped that Riya may go for a

leadership training course.

The Managing Director wanted Riya to go for a leadership

training course.

iii The Office Manager advised the staff to come to the office on
time.
The Office Manager hoped that the staff would come to
office on time.
The Office Manager wanted the staff to come to office on
time.
The Office Manager suggested that the staff should come to
office on time.

iv Aliya wished that she didn’t have to worked so hard.

Aliya hoped that she didn’t have to work so hard.
Aliya wanted that she should not have to work so hard.

65
 Customer Service v The Manager advised that it is hard work that paid in the end
not sucking up to the boss.
The Manager commented that it is hard work that paid in the
end not sucking up to the boss.
The Manager suggested that it is hard work that paid in the
end not sucking up to the boss.

66