Mazda Training manual - part 156

Dealing with Complaints 

Curriculum Training 

31 

3.6 Resolving 

Complaints 

APOLOGISE 

►

 

EMPATHISE 

►

 

REASSURE 

 

APOLOGISE 

•  The first thing you must do is to apologise for the failure identified by the customer. 
•  Listen carefully to what they have to say and apologise for the failure. 
•  Resist the temptation to apologise for something other than that identified by the 

customer, even if you think the customer has got it wrong. 

•  This is not the right time to correct them. 
•  Make sure the customer sees that you are taking their complaint seriously – give them 

your full attention and apologise in the right tone and with positive body language. 

•  The effect of an apology is to diffuse the situation and show that we will do everything 

we can to resolve the problem. 

Your Notes 

 

 

 

 

 

 

 

Dealing with Complaints 

 

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Curriculum Training

 

EMPATHISE 

•  The second step is to empathise with them – by confirming our understanding of the 

problem and its impact on the customer. 

•  Acknowledge the error and express regret regarding the inconvenience that the 

customer has experienced. 

•  If the right tone of voice is used this will show that their concerns are being taken very seriously. 

Your Notes 

 

 

 

 

 

 

These two steps are important because they show the customer that we value them. 
However, they don’t prove that they should continue to do business with you. For that you 
need the third step. 

 

REASSURE 

•  You must now make sure that the customer is confident that something will be done 

about the complaint. 

•  This reassurance can be in two stages: 

1.  FIRST fix the customer’s immediate problem – tell them what you are going to do 

and then take corrective action. 

2.  THEN prevent future breakdowns – assure the customer that processes will be put 

in place to make sure it doesn’t happen again. 

This will reassure them that it will not happen to them again, and that other 
customers will not experience a similar difficulty. 

This second stage is very powerful – it can overcome major anger and frustration. It 
shows that you value them and that they are helping you improve your systems. 

Your Notes 

 

 

 

 

 

Dealing with Complaints 

Curriculum Training 

33 

 

 

AC6 – COMPLAINT HANDLING IN PRACTICE 

 

 

 

Your Notes 

 

 

 

 

 

 

 

Dealing with Complaints 

 

34 

Curriculum Training

 

3.7 Customer 

Conversations 

In the end, customers pay our wages.  If our customers complain, they are giving us the 
opportunity to put things right – so they will come back to us. 

So all complaints must be handled as being equally important.  
•  Whatever you think, to the customer the complaint is the most important thing in their 

life at that moment. 

•  Customers must be dealt with fairly and with complete objectivity. 

 

AC7 – THE CUSTOMER IS THE MOST IMPORTANT PERSON 

 

 

 

•  What can you do to make sure that your customer is in no doubt that you are taking 

their complaint seriously? 

•  How can you make it clear to the customer that they are the most important person in 

the world while you are dealing with them? 

 

Your Notes