Handling Customer Complaints

Author: Jane Lansdown

First Authored: February 09, 2012

Last Revised: June 13, 2018

Introduction

Students will learn to handle customer complaints, which can be one of the most difficult parts of a retailer's job. Displeasure, anger, and other negative emotions often accompany complaints. However, when properly handled, customer complaints can provide the opportunity to transform an unhappy customer into a happy one.

 

Related Instructional Objectives

Activities in this Lesson

Hook / Set

Hooks / Set

 

 WhiTeOpen Discussion:

Teacher: "While shopping in a local grocery store recently, I observed a customer trying to return a gallon of milk which had spoiled before the stamped expiration date. The purchase price of the milk was $4.29. The store clerk was refusing to accept the return, accusing the customer of neglecting to refrigerate it which caused the spoilage. After several minutes of arguing, the customer stormed out of the store, obviously furious. A week later I personally returned an item at a favorite retailer. I had lost the receipt but the tags were still attached to the item, which I was returning because it was defective. I was a little nervous about the store accepting the return. To my pleasant surprise, the only question asked of me was 'Would you like to find another item today or take a store credit?' The sales associate processed my return without any hassle and I ended up exchanging the item for another one with a higher price. What do you think the long-term outcomes of both scenarios might be?"

This will open discussion about customer complaints and the various return policies among retailers.

Students will be asked to share some of their experiences as well.

Customer Complaint Video

Demo / Modeling

 

Teacher: Lets watch examples of how one customer's complaint was handled in two different ways.

Show video: Managing Customer Complaints and pause at 3:13. Ask students "What went wrong here? How would you have felt as the customer? Would you be anxious to shop again in this store?" Engage students in discussion, ask for suggestions on how this could be handled differently.

Teacher: "Let's see what tips they give us for handling situations like this." Play video and stop at 4:00.

Teacher: "Now lets watch the same scenario where the sales associate is handling the situation according to the tips given." Play video and stop at 6:40. "What steps did the sales associate follow that made this transaction go so smoothly? What changes in the customer's attitude did you observe? Do you think this customer was satisfied and would return to shop at this store?"

 

 

 

Resources and Materials

Check Understanding

Check Understanding

 

*see PowerPoint below. Leave this up on a screen as students are planning their scenario.

Review of what steps to take to effectively Manage Customer Complaints:

  1. Be positive, polite and helpful
  2. Establish the complaint immediately
  3. Handle the situation with discretion
  4. Request proof of purchase
  5. Explain company policies clearly
  6. Seek assistance if needed
  7. Process transaction according to company policy and procedure
  8. Turn dissatisfaction into satisfaction

 

Resources and Materials

Role Play

Demo / Modeling

 

Students will work in teams of 2. Together they will make up a scenario in which a customer has a complaint about an item. Following each step reviewed, they will demonstrate (role play) the scenario. The outcome must be that the customer leaves satisfied, with or without another item. They may leave with a refund, a credit, or another item but they must leave as a satisfied customer. These will be short and simple scenarios, allow 10 minutes for students to plan it out. Role play should take no more than 5 minutes each. Depending on length of earlier discussions, role play activity may carry into the next day.

Assessment/Rubric

Assessment Types: Rubrics, Observations

As I view their scenario I will complete the rubric as they demonstrate. Team will be graded together; their planned scenario will reflect their understanding as a team.

Resources and Materials