An often-uttered phrase in business is “The Customer Is Always’s Right” which the simplicity of the wisdom may be lost on those who are not actively attentive to it. However, today it appears that more often customers experience “Customer NO Service” when approaching a business for support.

According to ZenDesk, a Dimensional Research report stated that 42% of B2C customers purchased more after a good experience, while 52% stopped making a purchase after a bad experience. Further, 95% of respondents told someone when they received a bad experience. Customers receiving a bad experience were 50% more likely to share it on a social media platform, which magnifies the reach of the negative feedback exponentially.

Perception Management routinely follows major actions, either in response to threatening or enhancing events. “Perception Management.” Wikipedia. Wikimedia Foundation, 05 Nov. 2014. Web. 12 May 2014.

Foremost in the mind of the customer is their perception of the situation. Immediately upon receiving a complaint, address the perception of your customer and then you can sort out the problem.

It is imperative to apologize for a mistake and establish empathy early in the process; whether it is real or imagined, you must address the perception first. A goal with every dissatisfaction is counter the perception, fix the problem and turnabout a complaint into great publicity. Perpetually strive to mediate the complaint to satisfaction, ensuring a greater chance of positive publicity on social media.

According to Karl Albrecht, “Organizations fail in their quest for total quality service not because their leaders don’t understand the conceptual or technical requirements for achieving it, but because they don’t realize that the heart of the service journey is spiritual rather than mechanical.”