Author: John G

  • Complaint Handling KPIs You Should Track

    Complaint Handling KPIs You Should Track

    When a customer makes a complaint, how quickly and how well you respond can make or break the relationship.
    But to truly improve, you need more than good intentions, you need to measure what’s happening.

    In my years as Head of Customer Care for one of the UK’s largest leisure brands, I’ve found that a few key performance indicators (KPIs) make all the difference.
    These aren’t just numbers on a dashboard. They’re signals that show whether your team is protecting customer trust and turning problems into opportunities.

    Here are the KPIs I believe every business should track.

    First Response SLA

    Speed matters.
    When a customer reaches out, they want to know someone has heard them.

    I’ve found that a 48-hour window is the sweet spot:

    • It’s fast enough to reassure customers that you care.
    • It’s realistic for your team, even when things get busy.

    You don’t need to resolve the issue within 48 hours, but you do need to respond.
    Even a simple message saying, “We’ve got your complaint and we’re investigating,” buys trust and time.

    Resolution SLA (Red, Amber, Green)

    Not all complaints are equal.
    Some are minor inconveniences; others are urgent and serious.

    Set up a Red / Amber / Green system:

    • Red – critical issues (e.g. safety concerns, major service failures). Shortest resolution time.
    • Amber – significant but not urgent problems.
    • Green – minor issues that still need fixing.

    This approach ensures that the most serious complaints move to the front of the queue and get the attention they deserve.
    It also gives your team clarity: everyone knows which cases need immediate action.

    Reductions in Refunds (for the Right Reasons)

    This isn’t about squeezing pennies.
    It’s about encouraging solutions that win the customer back, not just pay them off.

    Offer replacements, reruns, or a second experience instead of cash refunds where appropriate.
    A free return visit often costs less than a refund and (more importantly) creates a chance to turn a disappointed customer into an advocate.

    The way that I have seen this KPI set up before was to calculate the total amount of refunds you are currently giving out because of complaints, slice that down by reducing it by 30-50%, and that is the target. Giving out refunds is inevitable and part of business, but giving your team this KPI will see them perceive refunds and freebies in a different light, which is not only good for business, but also really good for your team’s personal growth.

    Review Responses Within 72 Hours

    1–2 Star Reviews Within 48 Hours

    Reviews are public proof of how you handle problems.
    Responding quickly shows both the customer and everyone reading that you care.

    I recommend:

    • All reviews: respond within 72 hours.
    • 1–2 star reviews: aim for 48 hours.

    Many companies leave this to their marketing teams.
    I don’t.
    Your complaints team is far better equipped. They know the details, can spot root causes, and are ready to engage constructively.

    And there’s a bonus: when the complaints team responds, they’re prepared for the follow-up conversation if the reviewer contacts you directly.

    Complaint Team Reviews

    This is a powerful, and often overlooked. Track how often your team or individual team members are mentioned by name in positive Google reviews.

    It works like this:

    • When a complaint is resolved, the handler politely asks the customer to consider leaving a new review about how the issue was handled.
    • The key is wording. We say something like:

      “I hope I’ve been able to help resolve this issue for you.
      If you have time, would you consider leaving me a review on Google? We’re a small department within the business, so it would mean a lot to know we helped.”

    This approach:

    • Builds rapport.
    • Shows the customer that their feedback directly supports the team.
    • Encourages authentic, positive reviews without ever asking someone to change their original rating.

    I even reached out to Google to double-check.
    They confirmed that as long as it’s genuine, it’s perfectly within their terms.

    The result? Even when a negative review stays live, a follow-up review praising your complaint handling can transform the overall impression of your business.

    The Bigger Picture

    These KPIs aren’t about ticking boxes.
    They’re about creating a customer-centric culture where your team feels empowered and customers feel valued.

    • Fast first responses show you care.
    • Clear resolution targets keep everyone focused.
    • Thoughtful solutions reduce refunds and win loyalty.
    • Quick, authentic review responses build public trust.
    • Complaint team mentions prove that your people are making a difference.

    Measure these well, and you’ll do more than handle complaints, you’ll turn them into some of your strongest growth opportunities.

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  • How to Turn Customer Complaints into Opportunities

    How to Turn Customer Complaints into Opportunities

    If you run a business, you already know that no matter how hard you try, sometimes things just don’t go to plan. A product fails. A party gets disrupted. A booking goes completely sideways. The natural reaction is to dread the email or phone call that follows.

    But here’s the thing: a customer complaint isn’t the end of the story.
    Handled the right way, it can become one of the most valuable moments your business will ever have.

    From Raging Customer to Raving Fan

    In my years as Head of Customer Care for one of the UK’s largest leisure brands, I’ve seen it all. Birthday parties that fell apart. Visits that went so badly you’d think there was no way to recover.

    I’ve taken calls from parents who were absolutely furious (and rightly so). They’d planned a big day, and everything that could go wrong did go wrong. At the start of the conversation, they were ready to tell everyone never to come near us again.

    But here’s the twist: after a calm conversation, a sincere apology, and a plan to put things right, those same customers have not only stayed with us, they’ve gone on to leave five-star reviews, revisit, and even book again for future events.

    You might not believe me (I certainly didn’t when I started out in the Customer Care role), but this is one of those golden nugget moments that I’ve learned through the years in this space, and it still amazes me to this day!

    Why Complaints Are a Gift

    Too many businesses treat complaints like something to swat away. An irritating problem to close as quickly as possible.
    That’s a huge mistake.

    Complaints are free, detailed feedback from the very people you’re trying to impress. They show you exactly where expectations aren’t being met. And because the lifetime value of a customer is significant, winning them back can easily outweigh the cost of fixing the issue today.

    Instead of fearing complaints, embrace them.
    They’re the moments where your business can shine.

    Practical Ways to Turn Complaints into Opportunities

    1. Respond to Negative Google Reviews the Right Way

    When you see a one-star Google review, resist the urge to explain, defend, or justify.
    Instead, start with a genuine apology:

    “I’m so sorry your visit didn’t meet expectations. That’s never what we want for our guests.”

    Then invite them to contact you directly, and include a real email address.
    If you can identify them from booking details, reach out yourself.
    This simple, humble approach shows every future reader that you care and act, which can be more powerful than the complaint itself.

    2. Offer a Second Chance (Not Just a Refund)

    It’s tempting to issue an immediate refund when someone demands it. But think about what really builds loyalty.

    When we give a customer a free return visit instead of cash back, it isn’t about clinging to their money. It’s about creating the experience we know we can deliver.

    A guest who takes that second chance often leaves delighted and becomes a repeat visitor who recommends you to others. The short-term cost of a freebie is nothing compared to the long-term value of a happy advocate.

    3. Make It Personal and Fast

    Speed matters. So does sincerity.
    When a guest contacts you, get back quickly and treat them like a person, not a ticket number.
    Use their name. Refer to the details of their visit.
    Show them they’re not just another complaint in a queue.

    I always set a rule with my team that we should be responding to all customers within 48 hours. If we need to investigate and know things will take a little longer, simply let the customer know. Managing expectation is very, very important.

    The Payoff: Advocates for Life

    A single visit gone wrong can feel catastrophic.
    But with the right mindset and actions, that low point can become the very thing that builds lasting loyalty.

    I’ve seen families whose first visit ended in disaster turn into regular guests who sing our praises for years.
    All because we listened, apologised, and gave them a reason to believe in us again.

  • Free Mystery Guest Survey Template

    Free Mystery Guest Survey Template

    A mystery guest survey is one of the simplest ways to see your business exactly as a customer does. Whether you run a café, a leisure venue, a retail store, a gym, or a service business, this guide (and the free template below) will help you measure what matters: first impressions, service, environment, speed, accuracy, and how complaints are handled.

    This resource is completely free to use, print, and adapt. If you’d like a bespoke version tailored to your brand, touchpoints, and goals, you’re welcome to reach out. I’ll happily build one with you.

    What is a “Mystery Guest” (and why it works)

    A mystery guest (sometimes called a mystery shopper) is a normal customer who visits anonymously, follows a simple checklist, and scores the experience. The goal isn’t to “catch people out.” It’s to spot gaps, confirm strengths, and prioritise improvements with real-world evidence.

    Why it’s effective:

    • It captures first-hand reality, not opinions from the boardroom.
    • It focuses teams on what the customer actually sees and feels.
    • It produces clear actions, not wishy-washy sentiments.
    • It’s quick to run and easy to repeat (monthly or quarterly).

    What you’ll get (free)

    • A printable Mystery Guest Survey Template covering:
      • Pre-visit info & enquiry
      • Arrival & first impressions
      • Service interaction (empathy, product knowledge, ownership)
      • Environment & facilities (cleanliness, accessibility, safety)
      • Transaction & payment (speed, accuracy, options)
      • Complaint handling (if applicable)
      • Aftercare & follow-up (receipt, feedback invite, loyalty)
      • Overall score, NPS, highlights & improvements
    • Clear scoring from 1 (Very Poor) to 5 (Excellent), with space for notes.
    • A section for top 3 strengths and top 3 improvements — so the output becomes an action plan.

    Download the free Mystery Guest Survey Template (.docx)

    Download the free Mystery Guest Survey Template (.PDF)

    How to run a mystery guest visit (step-by-step)

    1. Set the objective
      Decide what you want to learn. Is your focus first impressions? Speed at the till? Cleanliness? Complaint handling? Note it at the top of the survey.
    2. Pick the right person
      Choose someone who can be objective. They don’t need to be a QA expert, just observant and fair.
    3. Choose a typical time
      Visit when normal customers visit: a busy Saturday, an early weekday, or school-run hours, whatever reflects reality for you. If you can, run two visits at different times to compare.
    4. Act like a normal customer
      No clipboards on show. No “insider” questions. Order, browse, ask a simple question, maybe use the toilets. If there’s a queue, wait like everyone else.
    5. Record details immediately
      Complete the survey right after the visit while it’s fresh. Add real examples (e.g. “Greeted within 3 seconds by James, very warm tone”).
    6. Turn findings into an action list
      From the “Top 3 improvements” section, agree who owns each one, what success looks like, and a date to check progress. Keep it tight and realistic.

    Scoring that leads to action (not arguments)

    Use the 1–5 scale consistently:

    • 1 = Very Poor (serious fail; needs urgent action)
    • 2 = Poor (below standard; noticeable to most customers)
    • 3 = Okay (meets basics; room to improve)
    • 4 = Good (above standard; consistent)
    • 5 = Excellent (stand-out; model example)
    • N/A if not relevant

    Tip: Average the section scores to create a simple Customer Experience Index out of 5. Track it monthly or quarterly to see trends. Pair it with NPS (0–10) for a fuller picture.

    What to do with the results

    1. Debrief your team constructively
      Share the top 3 strengths first. What you want to protect. Then the top 3 improvements. Keep the tone solution-focused: “Here’s what we’re going to try for two weeks and review.”
    2. Fix easy wins immediately
      Examples: signage clarity, door area clutter, “greet within 10 seconds,” cleaner rota on weekends, receipt offered every time.
    3. Tackle the bigger rocks
      If themes repeat (e.g., slow service during peak times), look at staffing levels, processes, or training. Mystery guest data lets you make evidence-based decisions.
    4. Repeat on a rhythm
      Monthly for busy venues, quarterly for smaller sites. The goal is steady improvement, not one big audit and forget.

    Mystery Guest code of conduct (keep it fair)

    • Be safe and respectful. Don’t disrupt normal operation.
    • Pay as a normal customer would and keep your receipt.
    • Don’t record personal data without a lawful reason.
    • If an issue is severe (safety, safeguarding), escalate to a manager immediately, don’t wait.

    Who this template works for

    • Hospitality & leisure: cafés, restaurants, attractions, cinemas, gyms, bowling, karting.
    • Retail & petrol stations: forecourts, convenience stores, boutiques.
    • Service businesses: salons, vets, clinics, local trades with customer reception.

    If your business has guests or customers, this survey will fit, and I can tailor it to specific touchpoints (e.g., bookings, kit hire, memberships, accessibility, upsell rules, complaint escalation).

    Make it bespoke to your brand (optional)

    Every business is different. If you’d like a tailored version aligned to your layout, brand standards, service steps, and KPIs, I’m happy to help. I have many years of experience in Mystery Guest Visit for one of the top leisure businesses int he UK.

    The problem faced by many businesses is that they actually don’t know what they want to find out, not really. For example, ‘Making sure Customer Service is up to scratch’ is far too broad. You need to dig into what that looks like and the appropriate questions to look for during the visit. That’s where I can help.

    Typical customisations include:

    • Venue-specific checkpoints (e.g., “track briefing started on time,” “pump area clean,” “queue under 3 minutes”)
    • Brand tone & standards (greeting scripts, offers, loyalty)
    • Weighted scoring and KPI alignment
    • Multi-site roll-up sheets and trend tracking

    Want a bespoke version? Send me a message with your business type, opening hours, and 3–5 things you care most about. I’ll suggest a customised survey you can pilot next week.

    FAQs

    How often should we run mystery guest visits?
    Start monthly for busy venues or quarterly for smaller sites. Increase during change periods (new menu, refurbishment, new manager).

    Should staff know it’s happening?
    They shouldn’t know the exact dates, but do explain the why: it’s about improving the customer experience, not catching people out.

    What’s a good score?
    Aim for 4.0+ as a consistent benchmark. Anything under 3.5 means there are noticeable issues customers will feel. If you are doing a % score, I would score 80-89% as good, 90%+ as great.

    Do we need NPS as well as the survey?
    Yes. NPS (0–10 “likelihood to recommend”) complements the checklist by capturing overall sentiment.

    Download the free template

    Use it as-is, or tweak it for your venue. If you’d like me to create a bespoke version, just reach out and tell me what you need.

  • How to Get Started With Your Business and Build an Online Presence (UK Guide)

    How to Get Started With Your Business and Build an Online Presence (UK Guide)

    Starting a business is one of the most exciting steps you can take, but it can also feel overwhelming. Where do you begin? How do you make sure people actually find you? And how do you build an online presence that looks professional without spending a fortune?

    I’ve helped many small businesses (and built some of my own) go from an idea, to a live website that gets noticed. The truth is, the process isn’t complicated, but it does take some planning and patience. Whether you’re starting a brand new business or taking the next step with one you already run, this guide will walk you through the essentials of getting your presence online.

    If you are already set up online and have your own website, you can skip this article, but if you are new to this, read on because this is everything you need to get started.

    Step 1: Choose a Business Name (and Check It’s Available)

    Your business name is the foundation of your brand. There is no right or wrong answer on what your business name should be, but have a long thing about it before you dive in. It can be a pain in the backside to change your brand later!

    Before you get carried away with logos or websites, make sure the name you want is actually available. What I usually do is:

    • Check Companies House to see if it’s already registered by another UK company.
    • Search for available domain names to make sure that your name isn’t already taken.
    • Check social media handles. Consistency matters. Ideally, your business name should be available across platforms like Facebook, Instagram, LinkedIn, or TikTok if you plan to use them.

    Don’t overcomplicate it. A simple, clear name that tells people what you do is often far more effective than something “clever” that no one understands.

    Step 2: Secure Your Domain and Website Hosting

    Once you’ve settled on a name, the next step is to claim your space online.

    I recomend that you set up a website using a platform called WordPress. To do this, you just need to find a hosting company to set it all up for you (it’s pretty cheap!).

    I personally recommend IONOS (formerly 1&1), because I’ve used them for decades and they’ve always been very reliable. They offer affordable packages, solid support, and basically sets up the WordPress website for you! Check out their WordPress packages here

    There are alternatives like Squarespace or Wix, and they’re fine if you want something simple, but i find them more expensive and a lacking in features. But for this guide, I’ll focus on WordPress via IONOS, because it gives you the freedom to grow, customise, and adapt your website over time.

    When you click the link to se up your website, simply click the offer that suits you. These change from time to time, but most of the time, you can choose the cheapest (You can always upgrade later if you need to).

    Once you have chosen your package, you are directed to set up your domain name. This is the name of your website and what people will type in or see on Google when they find you.

    Now all that is left is for your to confirm your domain name, and you are basically ready to get started! IONOS will set up your website for you relatively quickly!

    Step 3: Set Up Your Website and Get Organised

    With your hosting and domain sorted, it’s time to set up your website. If you go with IONOS, they install your WordPress website in just a couple of clicks. Once it’s live, you basically have a blank canvas of a website to shape however you see fit.

    There are three important things you should do right away:

    1. Install the Yoast SEO Plugin


    Yoast is beginner-friendly and will help you edit the meta title and meta description of every page on your site. This is what shows up in Google search results, and it’s your chance to stand out. A good meta title and description can make the difference between someone clicking on your site or scrolling past. The plug in does a whole lot more than that, but at the start, this will be the thing that you will want to tweak the most.

    To install a plugin, you just need to open your wordpress website, hover over the ‘Plugins’ section and click on ‘Add Plugin’, as shown in the image below.

    2. Set Up Google Analytics

    This free tool tracks who visits your website, how they found you, and what pages they look at. It’s invaluable for understanding what’s working and what’s not. You can set up your account here.

    Once your account is set up, you should install the ‘Google Site Kit plugin’. It will take you throught the steps that you need to link up your analytics account so that everything tracks as it should.

    3. Connect Google Search Console

    This sometimes confuses people. Google have the analytics tool to track who visits your site, but they also have ‘Search Console’ that is tool that shows you how your site is performing in Google search results. For someone who is new, it sounds like they are really similar, but as you get used to the platforms, you will see that they both serve very different functions. In a nutshell, Search Console tells you what pages are doing well on Google, what people are typing to find you and how many clicks you are getting from people searching on Google. You can set your account up here.

    Once this is set up, link your search console account with the Google Site Kit plugin too.

    These are small steps, but they set the foundation for everything that follows.

    Step 4: Build a Clear and Simple Homepage

    Your homepage is often the first impression customers will get of your business. It doesn’t need to be flashy, but it does need to be clear.

    Think of your homepage as your shop window. Within seconds, a visitor should know:

    • Who you are
    • What you do
    • How you can help them
    • How they can get in touch

    Avoid cramming in too much detail or jargon. Keep it clean, with a welcoming introduction, a short description of your products or services, and a clear call-to-action (like “Contact us today” or “Browse our services”).

    Step 5: Start Writing Content (Content Marketing Matters)

    You’ll hear some people say that content marketing is “dead.” Trust me, it’s not. Creating useful, helpful content is still one of the best ways to attract visitors and build authority in your niche.

    The catch? It takes time. If you’re expecting to publish a couple of blog posts and be at the top of Google next month, you’re going to be disappointed. Google “tests” your website over time, gradually showing it to users and seeing how they respond. Only when it’s convinced that your content is genuinely useful will it reward you with better rankings.

    Here are some tips:

    • Write articles that answer questions your potential customers are asking.
    • Focus on being genuinely useful rather than trying to game the system.
    • Be consistent. Publishing regularly is better than a flurry of posts followed by silence.

    Good content takes effort, but it’s also the most sustainable way to grow your visibility online.

    Step 6: Build Authority Beyond Your Website

    Google isn’t just looking at your website in isolation. It wants to see you as part of a wider, trustworthy ecosystem. That’s why building ‘authority’ matters.

    Here are some easy ways to do it:

    • Add your website link to all your social media profiles.
    • Create an About Me page on your site and link back out to your professional profiles (LinkedIn, for example).
    • If you already have a following on social media, use it. Share your website, direct people to your content, and make it part of your brand presence.
    • Collect reviews and testimonials where possible. Social proof not only helps customers trust you, but also sends signals to Google that you’re credible.

    You don’t need to do everything at once. But each of these steps makes your online presence stronger, more trustworthy, and more appealing to both customers and search engines.

    If you have any questions or have any other tips that you think I have missed, please reach out to me via the contact me page. I would love to hear from you.

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  • How to Handle Difficult Customer Complaints Professionally

    How to Handle Difficult Customer Complaints Professionally

    No matter how good your business is, difficult customer complaints are inevitable. A late delivery, a product that didn’t meet expectations, or even a simple misunderstanding can spark frustration. In those heated moments, it’s easy to feel like the complaint is directed at you personally, but in reality, most of the time, the customer’s anger isn’t aimed at the person in front of them/on the phone.

    The key to handling complaints professionally isn’t about avoiding conflict altogether; it’s about responding with calm, empathy, and a clear focus on resolution. When you can step back, take control of the conversation, and show the customer you’re on their side, you transform what could have been a negative encounter into a chance to rebuild trust.

    In this guide, we’ll break down practical steps you can use to stay composed, keep the conversation constructive, and resolve even the most difficult complaints with confidence.

    Stay Calm and Don’t Take it Personally

    The first rule when facing a difficult complaint is simple: don’t let your emotions take over. A frustrated customer might raise their voice, use sharp words, or vent their anger at you directly, but in most cases, their frustration isn’t about you as a person. It’s about the situation.

    When you remember this, it becomes easier to remain calm and professional. One of the most effective pieces of advice that I always give my team members is to position yourself as the customer’s ally. I encourage my team members to tell the customer that they are not the person who has caused the situation, rather they are someone who is unhappy that they haven’t had a good time, and are here to resolve this situation for them.

    By keeping your cool and separating your personal emotions from the situation, you create the space to lead the conversation toward resolution. The majority of hostile customers become calm and collected once you approach them in this manner, and it helps you to build rapport with them.

    Acknowledge Their Frustration

    Sometimes, the quickest way to calm a heated situation is simply to let the customer know you’ve heard them. People often raise their voices or repeat themselves because they feel ignored or dismissed. By acknowledging their frustration, you show that you respect their feelings, even if you don’t agree with every detail of their complaint.

    This doesn’t mean taking blame for things outside your control; it means validating their experience. Simple phrases like:

    • “I can see why you’re upset.”
    • “That must have been really frustrating for you.”
    • “If I were in your position, I’d feel the same way.”

    These acknowledgements act like pressure valves, releasing tension from the conversation. Once the customer feels understood, they’re far more likely to move from anger into problem-solving mode.

    The key here is sincerity. A robotic “I understand your frustration” won’t cut it, you need to sound genuine. Think of how you would want someone to respond if the roles were reversed, and speak from that place.

    Focus on Resolution, Not Blame

    When a customer is upset, it can be tempting to explain what went wrong or point out why the issue happened. But in most cases, the customer isn’t interested in the why; they want to know how you’re going to fix it.

    Shifting the conversation toward resolution shows that you’re in control and committed to helping. Instead of lingering on blame, move quickly into solutions. For example:

    • Instead of: “The delivery was late because our supplier messed up.”
    • Try: “I’ll arrange for a replacement to be sent today, and I’ll email you tracking details so you’re kept updated.”

    By offering clear, practical next steps, you replace frustration with reassurance. Even if the solution isn’t instant, giving the customer a timeline and plan demonstrates accountability and professionalism.

    The rule is simple: don’t get stuck defending what went wrong. Put your energy into what happens next. That’s where trust is either rebuilt or lost.

    Separate Emotion from Facts

    When a complaint comes in, it often arrives wrapped in frustration, anger, or disappointment. If you only respond to the emotion, you risk missing the actual issue. The key is to separate the feelings being expressed from the facts underneath.

    Start by listening carefully and identifying the core problem in a single sentence. For example:

    • Emotion: “This is ridiculous! I’ve been waiting forever, and nobody cares about my order!”
    • Fact: The delivery was delayed by two days.

    By stripping the complaint down to its core, you create a clear focus for resolution. This also helps prevent you from being drawn into emotional back-and-forths that don’t move the situation forward.

    A useful technique is to jot down the “headline” of the complaint as you hear it. That way, when emotions flare, you can bring the discussion back to the central issue: “So, to confirm, the problem is that your delivery hasn’t arrived yet, correct?”

    Customers often calm down when they hear their concern summarised clearly, because it reassures them that you’ve understood what really matters.

    Directly Ask How You Can Resolve It

    One of the fastest ways to turn a tense situation into a constructive one is to ask the customer what outcome they’re hoping for. It puts the power back in their hands and shows that you’re serious about resolving the issue rather than just defending your company.

    A simple question such as:

    • “What would be a fair way to resolve this for you today?”
    • “How can I put this right for you?”

    This approach has two big benefits. First, it demonstrates respect; you’re treating the customer’s opinion as valuable. Second, it gives you clarity. Instead of guessing what they want, you’re working with their expectations.

    Of course, not every request will be realistic. If a customer asks for something you can’t deliver, acknowledge their suggestion and then offer a fair alternative. For example:

    • “I can’t refund the entire purchase since it’s been used, but I can replace it free of charge and add a discount to your next order.”

    By asking directly, you cut through the tension and move the conversation toward a resolution that feels fair for both sides.

    End with a Positive Note

    Once you’ve worked through the complaint and agreed on a solution, it’s important to close the conversation on a reassuring, forward-looking note. This final step helps the customer leave feeling heard, respected, and confident in your business, instead of just relieved that the issue is over.

    Always summarise the resolution clearly so there’s no confusion:

    • “We’ve agreed I’ll send a replacement today, and it should be with you by Thursday.”
    • “I’ve processed the refund while we’ve been speaking. It’ll show on your account within 3–5 working days.”

    After confirming, thank them for raising the issue. It may sound counterintuitive, but complaints are valuable feedback that highlight where improvements can be made. A simple line like “I appreciate you bringing this to my attention. It helps us get better” can leave a lasting impression.

    Finally, end on an open, welcoming note:

    • “If anything else comes up, don’t hesitate to reach out to me directly.”

    This positions you not just as a problem-solver in the moment, but as an ongoing ally for the customer. Done well, it can transform a difficult encounter into the beginning of renewed trust and loyalty.

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  • How Shell Showed Me What Not to Do in Customer Care

    How Shell Showed Me What Not to Do in Customer Care

    Well, this is my first article, so bear with me while I find me feet. My intention with these articles is to give you some of my real-life experiences, and how that translates into my mindframe. Hopefully, if you are reading this, it might make you think about something similar in your business and give you that eureka moment.

    For the past couple of years, I have been working full-time from home, so I gave up my car and just car share with my wife, if I need to go anywhere that isn’t easily accessible by train. My wife got in from work and told me that she forgot to put petrol in the car, so I thought that I would jump out to get petrol while she was getting herself ready.

    Now the point of me saying that last part is to paint you a picture that I don’t regularly go to put petrol in the car anymore, so what I saw this evening might now be common practice, but it if Shell was a customer-focused business (which we know it is not), it certainly shouldn’t be.

    Granted, the time I arrived at the garage was around 8:15 pm, but I pulled up as I usually do (pump to the far left, I’m particular for some reason). It always annoyed me that they removed the self-service on all of the pumps, especially when my vision is always to put the customer first, rather than inconveniencing them in order to get more sales from the shop.

    Anyway, I got myself sorted, lifted the pump and waited for the authorisation from the staff member, but it didn’t come. Being my polite self, I waited around for another few minutes, assuming that the staff member was perhaps busy with another customer, but the garage was really busy, and the other customers were not quite as patient as myself. Customers were banging on the windows and the door, tooting their horns and getting restless, but there was no staff member at the till like there usually was.

    This is when I spotted it… a hand-written sign that said ‘I’m on Break’…

    A few moments later, the young staff member came out from the back room, up to the glass and pointed at the sign that she was on break, then essentially started arguing with the customers about how she was entitled to a break.

    The customers were livid, calling the poor staff member all of the names under the sun, and huffing and puffing like it was the end of the world. I, on the other hand, didn’t blame this poor girl at all. This situation was a calculated move by her superiors to save money.

    Now, in my business, we have two main themes that we always stand by. We should be Customer-centric and have a great staff culture. What I saw at this garage was the complete opposite of what I stand for.

    Not only has Shell decided to remove the self-service pumps at the customer’s inconvenience, but they have also doubled down and sacrificed their workers, all to make sure that they save as much money as possible by having a single staff member on.

    The above might sound like I am having a bit of a rant and a rave here, but that isn’t my intention. It was an inconvenience, but I simply drove to the next petrol station that was less than 4 minutes away. To be honest, I’ll probably not return to that Shell and just use the Morrison’s petrol station in future because they are always manned.

    The moral of this story is that if you want to retain your customer and keep your team members happy (A happy worker is a productive worker), then you cannot sacrifice the customer experience, or your competitor will reap the benefits of your shortsightedness.

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