Tell Some Complainers It Could Be Worse

In James Stevenson’s 1977 children’s book, each time little Grandson or little Granddaughter grumble, Grandpa’s reply is, “Could be worse,” which also constitutes the full title of the book. In more recent years, researchers at University of London, Cranfield University, and Neoma Business School documented how sharing a similar sentiment with a complaining customer might ease their dissatisfaction.
     This certainly seems to contradict the dogma of customer service, which dictates that we empathize, apologize, and promptly remedy the shortfall. But the study results don’t question the value of taking all those steps. In fact, they emphasize the importance. It is adding “could have been worse” phrasing in the right format which moves the customer more quickly beyond dwelling on the incident. And getting the best from the technique requires certain circumstances.
     The researchers point to earlier research which showed best results in easing anger when the customer with the complaint was likely to compare themselves to others. This would occur in purchase situations when social standing predominates, such as luxury purchases and consumption accompanied by others.
     The scenario used in these later studies involved delivery of a restaurant order that was delayed so long that the diners missed the first part of a movie they’d planned for. In the scenario, the waiter apologizes. With some of the study participants, the waiter is said to have added, “You know, things could have been even worse. The other night, I went out to eat at another restaurant in town and was not served until two hours after I arrived. I was with a friend and we also had tickets to go to the cinema after dinner, but we ended up missing the entire movie. As you can imagine, tickets are nonrefundable, so I lost all the money.” 
     Each study participant was asked to rate the degree of anger they’d feel in this situation. The additional story of the waiter’s own unpleasant experience proved successful in easing that anger. But only when accompanied by a strong apology from the waiter.
     In the study, “could be worse” took the form of a story about the frontline employee’s own disappointment. That would be expected to add to its effectiveness. In the Stevenson book, Grandson and Granddaughter are puzzled, not persuaded, by Grandpa’s curt reply. Only after he shares a tale of prevailing over his own progressively worsening adventures do the two kids feel better.

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