3.06 For real?

The real reason for a customer’s complaint may be clear from the start, or it may be hidden. Here are some examples of clear complaints:

• “I bought this iPad yesterday, and it won’t turn on.”
• “According to your website, my shipment should have arrived yesterday, but it isn’t here.”
• “I ordered this salad without almonds, but there are several on here.”

In these cases, the customers have stated clear reasons for their dissatisfaction. To confirm the complaints, employees could take simple actions, such as trying to turn on the iPad, checking the company’s shipping records, or simply looking at the offensive salad!

Sometimes, customers do not readily reveal the true reasons for their dissatisfaction. Instead, they conceal or hide the real complaint by stating another believable, but secondary, reason. For example, Robin’s customer returned an expensive pair of shoes, complaining that the color did not coordinate well with her dress. In reality, the customer’s true concern was the price of the shoes. She had a hidden complaint that Robin needed to discover to be of the most assistance to her (e.g., helping her find a more affordable—but still fabulous—pair of shoes). With skillful questioning and observation, a salesperson can frequently discover the real complaint.