What is the best way to attend to an aggressive customer?

Angry customers are one of the biggest challenges for Marketing/Sales persons. These frustrated individuals can quickly ruin the day particularly if you do not train your staff to handle complaints competently.

The first step in resolving a difficult situation is to diffuse the customer's anger so they are ready to listen to your solution. We have five ways to take the wind out of an angry customer's sails.

Begin with Listening

Most irritated customers need time to vent before they are ready to listen to what you have to say. Give them that time right from the beginning – actively listening to the complaint so you can get to the underlying problem and a possible solution.

Do Not Answer Emotion with Emotion

It is easy to get emotional when someone gets angry with you. However, the furious customer on the other side of the counter or phone line is likely not mad at you – but rather angry at your company. If you can avoid taking the complaint personally, you will be more likely to respond to the customer's anger with calm and patience..

Watch Your Tone and Volume

The best way to counter a high volume from a customer is with a low one that exudes calm and patience.

Apologize When Needed

There are times when a customer is angry over a legitimate mistake made by your company. In these circumstances, an apology is in order, and since you are the official representative of the company at that time, you are the right person to offer that apology.

Take Responsibility and Take Action

Once you understand the customer's complaint, it is time to take action. Since you are the front line for this particular issue, you automatically become the "go-to" person to find a resolution. Even if you have to bring in another employee or department to rectify the situation, it is important to follow up with the customer personally so that they know you are seeing the issue through to the end.

I am not a customer management expert but I believe the key to dealing with aggressive customers to empathize with them. Connect. Feel the reason for their anger and aggression. Absorb their anger and never start your conversation by defending yourself or actions. 

You may not be the one at fault in the issue but to the angry customer you represent the product/service provider which means you are it. You must understand that. Never ever think or behave in a manner that says "hey, why are you yelling at me. It is not my fault", and definitely never say it out loud.

You also don't want to lay the blame on others in your organizations (the operations department for instance) because, again, the customer knows you. You are in the front line and must understand that the customer can only get to you and not people in the back office who may be the ones truely at fault.

So, connect with the customer and acknowledge their anger and frustration. Then try to help the customer to "suggest solutions" by giving them alternatives. It is important to let the customer make the choice and not to force the solution upon them.

Finally, get back to them when you promise you will. Never ever ignore calling the customer even if you have no updates. This is the principle of "Call with no news".