Knock Out Rage from the Old One-Two

In boxing lexicon, “the old one-two” is a left-hand jab followed immediately by a right cross. Because of its effectiveness in knocking out an opponent, the old one-two often eliminates rage in the ring. But according to a research study from Australia’s Griffith University, University of South Wales, and University of Queensland, a different kind of old one-two often precipitates rage in the retail store.
     The one-two here consists of:

• A customer complains to a retailer about what the customer perceives as a failure in adequate service. 
• The customer concludes that the retailer’s response to the complaint is offensive. 

     One important contribution of this research for retailing practices is the reminder that the retailer has an opportunity to head off rage by ensuring the response to a complaint is considered adequate by the customer. You won’t always be able to satisfy every customer, but try.
     A second important contribution of the research is identification of the most common reasons the customer considers a retailer’s response to be inadequate:

• “What you did made me lose time, money, or both time and money.” Knock out rage by acknowledging the customer’s loss. 
• “You’ve insulted me by considering my complaint to be unimportant.” Start by assuming the customer does consider it to be important. Listen attentively. 
• “You’re violating rules of fairness.” Many consumers carry into retail transactions a strong sense of right and wrong. Whenever a customer complains about a service failure, ask “What might I do to make things right?” 
• “I want to be in control of this situation, and you’re not letting me.” Resolving a complaint is a collaborative process. You can’t let the complaining customer take complete control. However, you can allow that customer to feel a sense of control in the situation by not rushing the process. 
• “What you’ve done jeopardized my physical well-being.” This one is limited to items you sell which could injure a customer or someone the customer cares about. If you sense this is the customer’s concern, ask lots of questions. Then tell the customer you’ll review your procedures to take account of what you’ve learned and you’ll tell the customer what changes you make for the future. 

     A third important contribution of the research was in indicating that particular rage triggers for North American customers concern loss of resources, while for East Asian consumers, rage triggers are more likely to concern threats to self-esteem.

Click below for more: 
Cool Down Customer Temper Tantrums 
Show Complainers Respect, Concern, & Empathy 
Face Your Fate About Service Delays