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The universal aspect of business is at some point you’re going to have to deal with another person, and if you’re trying to *stay* in business, there will have to be some sort of monetary exchange.

Even if you have a product or service that you give away for free, you’ll still need to have people using it. That’s the point, after all.

When you have people buying your product or using your service, at some point you’ll have to deal with an unhappy customer.

It could be a product that was damaged in shipping, a tool that doesn’t work as expected, issues with the service, website downtime, or any infinite number of problems. Support tickets, refund requests, and angry emails become more likely as more people encounter your brand.

It’s not fun, it’s unavoidable, but it can be a great tool if you know how to handle it correctly.

In today’s show, we’ll be talking about how to deal with unhappy customers, critical emails, refund requests, and why your process for handling these things is important for your brand.

  • Why you should make a plan for every scenario in which someone could complain.
  • How to respond to various complaints in the most efficient way possible.
  • Why you should talk about what you can do before you talk about what you can’t do.
  • How to know if there’s a gap in your messaging or the kind of audience you’re attracting.
  • What you can do before issuing a refund or return.
  • What customer support is always going to cost you.
  • The one area you should always accept responsibility.
  • The one thing you have control over in a customer support situation.
  • How your actions can help shape your customer’s experience.

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