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Just one angry customer can be detrimental to the credibility and image of a brand. But, no matter how good your customer service, it’s bound to happen. Someone is going to have an experience with your business that leaves them unsatisfied. As PR people and communicators, we can either turn moments like these into brand-building opportunities or public relations disasters.

“Angry Customers Are a Gift,” which can be found on TheFinancialBrand.com outlines five great tips for turning brand bashers into brand advocates.

1. Apologize.
You will be forgiven, but usually only once. Don’t make the same mistake twice.

2. Listen and empathize.
Successful recovery is a psychological exercise. Treat customers in a way that suggests the company cares about the problem, the customer’s inconvenience, and making things right. One of the most important steps is simply listening. Let customers vent their frustrations and blow off some steam. It’s essential to let the customer explain their story and describe the impact of the failure.

3. Fix the problem.
Singapore Airlines follows a simple set of rules to fix customer complaints: If it’s simple, give it to the customer. If the thing that was miscommunicated is easy to do or follow through with, just do it. If it’s complicated, try to compromise.

4. Offer atonement.
Saying you’re sorry isn’t enough. What seems to really piss some customers off is their belief that their situation will have no effect on the company’s systems. What people want is some sort of assurance that their problem won’t happen again — to them, as well as to others.

5. Follow up
Once the problem has been fixed, make sure you follow up. Call the customer and ask, “Have we fixed everything for you?” and “What else can we do for you?” Make sure they are satisfied. This final step seals the experience as positive, and ensures the customer understands you are a truly service-oriented organization.

Read the complete article here.