Sadly, this story has been repeated many times in my dealings with companies.

Unsatisfied with the service I received from Company X, I decided to call their service line to register a grievance. And yes, I was frustrated. Yes, I was assertive. Customers who feel they're getting the runaround get this way. But rather than dealing with me in a professional manner and doing whatever was necessary to bring about an acceptable resolution, the service person on the other end of the phone got snarky, threw up their defensive shield, and patently refused to do anything to resolve my problem.

Via lessons learned in retail, I'll tell you how to deal with a customer like me:

• Be patient. And calm.
• Let the customer get all of their grievances off their chest.
• Listen actively and let them know that you understand their concerns completely, and that they are justified in their frustration (whether or not they actually are).
• Do whatever you can to resolve their problem - if you have no power, assure the customer that you will escalate this until someone can provide a resolution.

The important thing to remember is that customers will get frustrated. It happens. Whether you're on the front line or the last-resort presidential contact, customers need to know you're listening. Empathizing with them doesn't cost you a thing, and may well save you a customer.

Vindication is the thing. They're indignant. They need to hear from you that these feelings are justified. Even if they're not. Customers are people too, and realize that sometimes problems just can't be solved the way they'd like - but if you empathize, and offer alternatives, you've come a lot closer to creating customer satisfaction.

Customers aren't just one-time deals. They're walking, breathing billboards for your business. It's up to you to help make the message they carry a positive one.

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