Customer complaints breed sales if you handle them correctly

Here is a formula I have developed and used over and over. To institute this method you must first and foremost take responsibility, even if the fault isn't yours, or you won't be the one who handles it. The customer doesn't care. He's pissed. He just wants you to handle it. Now.
Here are 15 Steps to Taking Responsibility when Dealing with Unhappy or Dissatisfied Customers. Not only does this method work, but it provides for a self-analysis at the end to prevent the same problem from occurring again. All 15 steps must be used, or loss of a customer will result.
Agree with clients if you can - never argue - and take responsibility for correcting the problem.
1. Agree with them at first.
2. Tell them you understand how they feel.
3. Empathize with them. Cite a similar situation, tell them that it makes you mad, too, tell them a similar thing happened to you.
4. Listen all the way out. Make sure the customer has told you everything. Don't interrupt. Ask questions.
5. Confirm that all is out and that they have said all they want or need to say.
6. Be an ambassador for your company. Tell the customer you will personally handle it.
7. Don't blame others. Admit you (and/or the company) were wrong.
8. Don't pass the buck. It's not my job, I thought he said she's not here right now, or someone else handles that are words that are never applicable or acceptable to the customer.
9. Respond immediately. When something is wrong, people want (and expect) it to be fixed immediately.
10. Find some common ground other than the problem. Try to establish some rapport.
11. Use humor if possible. Making people laugh puts them at ease.
12. Figure out, communicate and agree upon a solution or resolve. Confirm it (in writing, if necessary). Do it!
13. Make a follow-up call after the situation is resolved.
14. Get a letter if you can. Resolving a problem in a favorable and positive way strengthens respect, builds character and establishes a solid base for long-term relationships.
15. What have I learned and/or what can I do to prevent this situation from happening again? Do I need to make changes?
It is important to be aware of some practical realities when trying to accomplish the task of satisfying the customer. They are:
A The customer knows exactly how he wants it, or exactly what he wants, but may be a lousy communicator and tell you in a way that is difficult to understand.
A Remember, you're the customer elsewhere.
A Every customer thinks she's the only one you've got treat her that way. Make the customer feel important.
A The customer is human and has problems just like we do.
A The customer expects service at the flip of a switch.
A It all boils down to you.
A The customer's perception is reality.
A How big a deal is it to try to give him what he wants?
Customers talk to their associates, friends and neighbors. Here is the number of people they will talk to based upon how well you handle their complaint:
three, if you do a good job;
10, if you do a great job;
25, if you do a bad job;
and 50, if you do a really bad job.
You will be on prime-time, evening news if you do a horrible job.
When you satisfy an unhappy or dissatisfied customer, and you can get her to write you a letter telling you she's happy and satisfied now, I'd say you have a solid shot at a long-term relationship. If the problem is left unresolved, the customer will surely find your competition.
Next week: Early warning signals that a prospect is ready to buy..