First, know that from a customer viewpoint, a complaint may have a completely different meaning than it does to a business. Customers don't enjoy getting upset for the sake of increasing their blood pressure. They hate waiting on hold for 15 minutes to voice their grievances, only to be forced to listen to a message on "how their business is so important and their patience is appreciated." Customers are seeking something more fundamental when they are calling to complain. They are trying to rectify an internal conflict and are seeking help from their relationship partner (you, the service provider).

Complaints represent a second chance. Customers are giving you an opportunity to make things right. In a sense they're saying "help me stay with you and not defect, give me a reason to believe in you one more time." This is a rare plea that every company must embrace and act upon immediately. After all, the alternative is worse; many customers won't even bother to call you before leaving.

Case in point: A customer calls to complain that his hotel room was dirty and he couldn't sleep due to noisy air conditioning. The customer feels somewhat guilty for his rather unlucky situation that caused him dissatisfaction and some inconvenience. The wrong response here would be "sorry" -- you are reaffirming to the customer that it is his fault. How, otherwise, would you explain the fact that you have done nothing about a problem that is your responsibility? 

Here is a case in which your product was defective, yet you have left the customer to bear the consequences of your wrongdoing. The last thing the customer wants to hear is that nothing is done about it, which is how the customer views your action-less "sorry." He is looking for someone to take the responsibility or fault away from him. By doing this you will resolve his internal conflict.

Even the smallest action-based gesture can diffuse the potential anger and resolve the customer's internal conflict. Take the responsibility away from him and he will be grateful. A small token of apology (a music CD, movie tickets, miles points) demonstrates that you own the problem.

Speed is a critical factor in the process. The resolution must be presented immediately and without layers of management approval. This is how you turn the displeased customer into a satisfied customer and turn your second chance into a loyalty building activity. Rest assured that this happy customer will share his experience with others and will buy from you again very soon and by doing so will cover the costs you incurred by taking the responsibility and ownership of the problem -- and not just paid lip service.

Remember, customers have a choice when facing a complaint. They can call you or they can call your competition.  A complaint is a second chance not to be overlooked and an opportunity to help customers when they need you.

LIOR ARUSSY is president of Strativity Group Inc. and author of Passionate & Profitable: Why Customer Strategies Fail and Ten Steps to Do Them Right! in which he outlines 10 "fatal mistakes" that lose clients and 10 "critical choices" that improve customer loyalty. Arussy can be reached at Lior@strativitygroup.com