Although it’s sometimes hard to believe, customers’ complaints are gifts. Why? Because customers who complain give you a second chance to keep their business. You lose that second chance when customers walk away silently.

How do you encourage complaints? The best way is to be approachable and responsive. Follow this advice:

• Don’t make it difficult to complain. Ask open-ended questions that allow customers to give negative feedback. We often shut customers down because we ask “Yes” or “No” questions that don’t give them the opportunity to speak their minds. Examples: Instead of saying “Was everything OK?” say “How was your meal?” Replace “Are you satisfied with our service?” with “What else can we do for you?”
• Don’t make the customer feel stupid. Sometimes, customer complaints arise because customers misused or misunderstood your product or service. The last thing they want you to tell them is how dumb they are. In this situation, avoid questions phrased in the negative. Example: “Why didn’t you follow the directions?” Turn those questions into positive statements. Example: “Let me walk you through the directions.”
• Don’t argue about who created the problem. Take ownership and salvage the relationship. Denying liability for a late shipment by saying “I have a receipt showing you accepted delivery on the date we promised” might get you off the hook, but it will lead to hard feelings. Better: “Our records show the delivery was on time. But because you’re such a good customer, we’ll waive the shipping charges this time.”
• Don’t offer an apology and nothing more. Find out what it will take to satisfy them. Do they want a refund, credit, discount or replacement? Offer a solution and obtain the customer’s agreement that this would satisfy their complaint. Example: “Will the problem be solved if we ...?” If they agree to your solution, act upon it as quickly as possible. If they don’t like your solution, ask them what they think is a fair outcome.
• Don’t leave it to chance. Don’t wait until customers complain to find out you aren’t providing the kind of service they want. Ask for feedback. The American Automobile Association (AAA) asks every 34th caller what they like and don’t like about AAA. Customer service reps have uncovered valuable information. Example: AAA learned that customers didn’t like its practice of running a series of motor checks during service calls.

Even if your organization doesn’t have a formal complaint solicitation policy, you can find out what bugs customers. Periodically end customer contacts by saying “I’m always trying to improve my skills. What could I have done to make your experience with my company more pleasant?” Customers are more likely to share information with you if they see it as “helping” not “griping.”