The Heaven or Hell Choice

Today, I want to share a simple truth about handling customer complaints. It’s all about how we respond to their issues. Let’s call it the “Hell or Haven” choice. Let me tell you a story to explain this.

 



Picture yourself at a cozy café, your favorite spot for a quiet afternoon. You order a cappuccino, but when it arrives, it’s cold. You politely point this out to the server, expecting a quick fix. Instead, the server ignores and says, “Yeah, our coffee machine’s been acting up. Sorry, but that’s how it is today.”

Now, what started as a minor issue — a cold cappuccino — suddenly feels huge. You’re frustrated and disappointed, thinking about leaving a bad review or even finding a new café.

Jean-Louis Gassée, formerly of Apple France, described customer service interactions as a choice between two tokens: “It’s no big deal” (Heaven) and “It’s the end of the world” (Hell). When you respond with one, the customer often feels compelled to choose the other.

In our café story, the server chose “Heaven” leaving you with “Hell.” But what if they had chosen differently?

Imagine the server said: “I’m so sorry about that. You deserve a hot cappuccino. Let me make you a new one right away. Also, it’s on the house, and here’s a voucher for a free pastry next time. We really apologize for the inconvenience and appreciate your understanding.”

Suddenly, you feel much better. The situation turns from a problem into an example of excellent customer service. You’re likely to pick the “Heaven” token, feeling heard and valued.

This story underscores a crucial point in customer service: no matter how strong the culture you implement in your company, at the end of the day, it’s the employees who interact with your customers. Their responses can make a world of difference. Customers seek respect and empathy, and providing these doesn’t usually cost much. Arguing, even if you believe you’re right, only adds fuel to the fire.

So, the next time you’re handling a customer complaint, think carefully about the token you’re offering.

Are you inadvertently leading your customer to Hell, or are you creating a welcoming, positive experience that feels like Heaven?

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