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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.

Highlights, Takeaways, Quick Wins
  • If you’re selling any sort of product, physical or digital, at some point you’re going to have unhappy customers.
  • Make a plan for every scenario. Outline your process and know all the variables for how someone could complain.
  • Develop scripted templates for how to respond to various complaints.
  • Figure out what you can do before you talk about what you can’t do.
  • Unhappy customers prove there is a gap somewhere, whether in your messaging or the kind of audience you’re attracting.
  • If someone comes up with something you haven’t planned for, put it in the process, develop scripts, figure out what you can do. Always be adding.
  • Accept responsibility for the problems your customers are experiencing.
  • Retention is totally acceptable. Determine if you can fix the problem and make the customer happy before issuing a refund or return.
  • Customer support is always going to cost you something, either money or time or a lifelong customer, so you have to weigh the results against your actions.
  • You can’t control what people say, you can only control what you do and how you respond.
  • The customer is always right in their own eyes. All they know is their own experience, and your actions can help shape that experience.