We all know the phrase that the customer is always right. We all at least pretend that we do our level best for our client. As I wrote last week, we all make a claim to strive for excellence. And we are surrounded by books and blogs about how “to go above and beyond the call of duty to provide customer service that truly stands out.”

However, when we set about on some introspection, especially over customer complaints, the truth is often very different, if not painful. We just cannot be bothered. Excuses abound – we do not have the time, deliberately forget about the mess, do not think the person is worth it, and ……….well, the list is very long.

As a business mentor, I am often asked by my clients what they should do, as they recall a story when a customer feels dissatisfied. Sometimes, it is told out of despair or frustration, but with little intent to follow up. On other occasions, the person just cannot see through their fuzzy thoughts in order to provide a solution. Many just run for a financial compromise – a heavy a discount or voucher – as if that is a universal cure.

The main question is what are we  trying to achieve? To be quite cold, I believe that the answer is extra revenue. Maybe we are seeking to convert a no-sale into a purchase. Maybe, we are in the area of damage-limitation. And yes, we want to feel good ourselves. However, much comes down to the money factor.

Last week, a new business owner in central Jerusalem hit a classic pitfall, when on a specific day they had too many customers that could be handled properly. Eventually, somebody took offence and immediately let this be known on social media. Ouch!

What to do? I suggested reaching out to the troubled client. After all, this is the last thing you need when you are at the beginning of the commercial journey. However, little did we know that just as we were discussing options, another blow was in the offering. A blogger was writing a negative piece and about to publish, which the owner was to find offensive and inaccurate.

Significantly, they did not lose perspective. Instead of ignoring the problem and with my words in their head, they contacted the blogger, met up and talked / communicated directly with each other. I assume that it will not be a surprise to hear that both sides learnt a few facts about life and what they have to change. Oh, this should result in few extra, happier customers.

My client had gone out of their comfort zone in order to make a difference on behalf of others. There had been no guarantee of success or reward, but they had done something for somebody else, willingly. That is what pushes businesses on and up to the next level.