Complaint handling – the process of listening to concerns, understanding customer needs, agreeing solutions and taking action to achieve a positive outcome for both the customer and the organisation – is a fundamental differentiator for any service focused organisation. 

Complaints provide an excellent opportunity to learn and develop stronger, more collaborative relationships with customers. Effective complaint handling helps organisations resolve concerns, strengthen relationships and improve future service. 

MGI’s proven complaint handling formula has given thousands of service providers around the world the confidence to positively manage dissatisfied customers while providing a consistent and professional response. 

What are the 10 Steps to Successful Complaint Handling? 

1. Listen well. 

2. Remain positive and solution-focused. 

3. Respond with MGI’s Glad > Sure > Sorry Tool. 

4. Express empathy and reassurance. 

5. Ask questions to understand. 

6. Find out what the customer wants. 

7. Say what you CAN DO. 

8. Discuss options and solutions and agree on action. 

9. Take action immediately. 

10. Follow up to ensure customer satisfaction. 

Following these ten steps helps customer service teams resolve complaints effectively while strengthening customer relationships, increasing loyalty and enhancing organisational reputation. 

How Do You Handle Customer Complaints Successfully? 

Step 1: Listen Well 

The first and most crucial step in handling customer complaints is actively listening to what the customer has to say. Customers should feel heard and understood. 

Customer service teams that can listen without interrupting while demonstrating empathy and understanding can help defuse heightened emotions while gathering the information needed to address the issue effectively. 

Once the customer has finished making their initial statements, ask any clarifying questions that may be helpful. The key is to listen carefully without interruption to anything the customer says during this important initial contact. 

Step 2: Remain Positive and Solution-Focused 

Acknowledge the complaint in a supportive manner and choose responses that help de-escalate the situation and move it forward constructively. 

Even if the customer is making unreasonable or exaggerated claims, you can understand the reasons why they are upset and, most importantly, choose your response carefully. 

A simple question such as: 

“May I just make sure that my understanding of the situation is clear so that we can find a good solution for you?” 

demonstrates that you have listened and are willing to take action. 

Step 3: Respond with MGI’s Glad > Sure > Sorry Tool 

Glad > Sure > Sorry is a highly effective three-part tool from MGI’s Mindset, Language & Actions Toolkit which is often referred to as a tipping point for satisfactorily resolving complaints by participants on our training programmes. 

It allows you to immediately demonstrate that you welcome the complaint while also being clear that you intend to take action to find a solution and, if appropriate, apologise.  

For example: “I’m glad you told us about this situation so that I can help. I’m confident we can work together to find a solution and I’m sorry this has happened.” 

You can download our free Guide to Glad > Sure > Sorry here.

Step 4: Express Empathy and Reassurance 

Empathy is key in making the customer feel valued and opening the door to collaboration. 

Expressing an understanding of the impact the situation has had and reassuring the customer that you will work together to find a satisfactory solution helps move the situation forward while building trust and confidence. 

In business situations, it can be helpful to empathise with the impact of a situation rather than an emotion and then move swiftly to the action that can be taken to help.  

Step 5: Ask Questions to Understand 

Summarise the information gathered so far and ask questions to gain a full understanding of the complaint. 

The customer’s initial information may have been influenced by heightened emotions. Asking questions helps gather all relevant information so you can fully understand the complaint and identify the best options and solutions. 

Ensure you have the customer’s agreement on exactly what the issue is. 

Step 6: Find Out What the Customer Wants 

The answer to this question may be obvious. If so, repeat it and ask the customer to confirm your understanding. 

You can also demonstrate your willingness to help by asking: 

“Is there anything else you would like us to do?” 

In some situations, it may be unclear what the customer would like to happen, so it is important to find out and confirm their expectation clearly.  

If the customer wants something specific, find out exactly what that is and confirm it clearly. 

In some situations, it may be unclear what the customer would like to happen, so it is important to find out and confirm their expectation clearly. 

Step 7: Say What You CAN DO 

Next, explain to the customer what you can do. 

If what the customer wants is something you can do, take action right away and make it perfectly clear what that action is. 

If you are unable to fulfil the customer’s request, proceed to discussing other options and ideas. 

Step 8: Discuss Options and Solutions and Agree on Action 

Discuss the available options and solutions, presenting the benefits and drawbacks of each alternative where appropriate. 

Offering viable options gives customers a sense of control over the outcome. 

After discussing the alternatives, agree on a course of action that is as specific as possible. Ensure the customer understands who will do what, when, where and how. 

Step 9: Take Action Immediately 

Action is vitally important in resolving complaints. 

Once a solution has been agreed, implement it promptly to steer clear of further dissatisfaction and strengthen trust. 

If delays or deviations occur, notify the customer immediately and agree a revised plan. 

Step 10: Follow Up to Ensure Customer Satisfaction 

After resolving the complaint, follow up with the customer to ensure they are satisfied with the solution. 

A follow up call or email shows that you care about their satisfaction and provides an opportunity to gather feedback and identify improvements. 

Frequently Asked Questions About Complaint Handling 

What are the steps in effective complaint handling? 

The ten steps are: listen well, remain positive and open minded, respond with Glad > Sure > Sorry, express empathy and reassurance, ask questions to understand, find out what the customer wants, say what you CAN DO, discuss options and solutions and agree on action, take action immediately and follow up to ensure customer satisfaction. 

What is the Glad > Sure > Sorry Tool? 

Glad > Sure > Sorry is MGI’s three-part communication tool for handling complaints positively and professionally. It helps customer service professionals welcome feedback, demonstrate confidence in finding a solution and apologise appropriately when required. 

Why is empathy important in complaint handling? 

Empathy helps customers feel valued and understood. It creates the conditions for collaboration and helps move conversations towards solutions. 

What should you do if you are unable to give the customer what they want? 

Explain what you can do, discuss available options and agree on the best course of action. If necessary, involve colleagues or management to explore further solutions. 

What is the purpose of complaint handling? 

The purpose of complaint handling is to resolve concerns fairly and professionally while strengthening customer relationships and identifying opportunities for learning and improvement. 

Why should organisations follow up after a complaint? 

Following up confirms satisfaction with the solution, reinforces trust and provides valuable feedback that can improve future complaint handling. 

Build Confidence in Complaint Handling 

Handling customer complaints effectively requires empathy, attention to detail and a commitment to continuous improvement. 

Following this 10-step formula allows customer service teams to resolve complaints while enhancing their overall customer service approach, resulting in stronger customer relationships, increased loyalty and a better reputation. 

Get in touch to learn how MGI’s Mindset, Language & Actions Toolkit can help your teams handle complaints effectively and confidently.