#marketing "The complaining customer doesn't want a refund"

This article is by Seth Godin.  It is about the idea that customers do not want a refund but rather they want to be respected.  They don't want to be bought off.  If something goes wrong you should do the following (in no particular order). 

1. Apologize
2. Listen to them
3. Show that you genuinely care about resolving the problem
4. Tell them what steps you will take to prevent whatever the problem, from happening again
5. Show appreciation 

Feel free to add to the list! 

http://sethgodin.typepad.com/seths_blog/2013/10/the-complaining-customer-doesnt-want-a-refund.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+typepad%2Fsethsmainblog+%28Seth%27s+Blog%29&utm_content=FaceBook