As we move through 2021, there is a clear opportunity to transform the way organisations provide service to their customers. Customer service leaders across all sectors have responded with exceptional resourcefulness to rapidly changing circumstances. Often, with challenging situations come excellent learning and insight, and we do not doubt that the pandemic will leave a permanent impression on the way customers interact with organisations. In fact, recent research from McKinsey shows one of their four fundamental shifts identified in consumer behaviour as being a “shock to loyalty”, citing that 61% of consumers have changed stores or brands. With these facts emerging, excelling in customer service is clearly an influencing factor over customer retention.

The July 2020 UK Customer Satisfaction Index, released by the Institute of Customer Service, shows the highest-rated organisations for customer satisfaction are John Lewis, Nationwide and First Direct. These companies are building strategies around their people to ensure they are well equipped to deliver customer service excellence.

It’s motivating and endorsing when customers tell us we are going a great job and that they love our products or services. When they say positive things about us, we should always acknowledge and appreciate that feedback. However, what should we do when we get negative or unsatisfactory feedback? How should we respond?

Acknowledging feedback in the right way

All feedback is invaluable, so it’s always essential for us to truly listen to our customers and respect their views. These actions help us continually improve our service, our people and our businesses. It also presents an opportunity for us to shine and excel. Considered responses to negative feedback and a clear demonstration of the action that will be taken, send a great message to other customers and potential new customers. It shows our openness to feedback and determination to provide an excellent customer experience every time.

So how do we expertly and positively respond to negative feedback?

There is a way to respond positively to any feedback you receive through a tool created by Mary Gober, an expert in customer service. It’s a tool that is a critical element of our Mindset, Language & Actions Toolkit, here at MGI Learning. Our Toolkit is used worldwide by large and small organisations, not for profit and blue-chip, to deliver outstanding service and drive excellent customer satisfaction and feedback levels.

The tool is called Glad > Sure > Sorry – it’s straightforward and expertly guides our response to negative or bad feedback. Each of these three words – Glad, Sure and Sorry – contain important messages for other people when they’re dissatisfied.

Glad says you welcome complaints or feedback; that you want people to come and tell you when they’re unhappy or dissatisfied with an experience they’ve had. It says you appreciate that they didn’t just go to someone else instead of you. It communicates that you value their complaint, as it gives you an opportunity to resolve the situation. It reinforces that you take complaints seriously and work hard to resolve them.

By saying Sure, you give a message that you will find them a solution, or some options and take action to get the situation sorted. It gives the other person confidence that you’re taking Ownership & Responsibility, right now, for resolving any dissatisfaction.

By saying Sorry, the customer hears your acceptance that you got it wrong, and you can see that they had a bad experience and that you’re genuinely sorry that it happened. It’s important to remember to use empathy here by saying things like: “I’m Sorry that happened as I can hear how important this was to you.”, or “I’m so Sorry that the experience has caused you these issues”. These messages show we’re honest, and that we see complaints, dissatisfaction and feedback as opportunities to win back faith and trust in us.

One final note, Glad > Sure > Sorry goes a long way in managing feedback effectively, and it is of course vitally important you follow through and actually do what you say you are going to do to resolve the situation. When dealing with online, publicly-visible feedback, on social media, for example, following up and being clear that the problem has been resolved is also essential.

So, to genuinely demonstrate that you see all feedback as invaluable, make sure your teams acknowledge and thank people for the positive feedback and use Glad > Sure > Sorry to handle any negative responses. This proven approach will make sure you protect your reputation and build your team’s confidence.

Find out more

You can find out more about how our proven Toolkit can help build resilience and enhance positive communication to deliver outstanding, world-class service in your organisation. You can also get in touch to book a free discovery call with one of our experienced consultants or book a demo or our eLearning tool if you would like to see it in action.

Read our latest articles

Explore our latest blogs, written on topics to help you and your people thrive at work.

Pathway to thriving and success: building your team’s resilience   

As today’s workforce navigates a dynamic environment, the need for skills that enhance wellbeing, resilience and optimism is an important priority. By focusing on their people’s needs, leaders can provide tools to empower their teams with confidence and resilience. This foundation strengthens collaborative efforts, fostering productive and positive workplaces that drive both individual and organisational […]

Discover

Mastering three vital customer service skills in frontline financial services 

Working within the financial sector around the world has demonstrated to us at MGI the importance of three key customer service skills for all in the frontline to master. To create positive customer experiences, build trust, and retain customers requires an excellent balance of both people and technical skills and knowledge. Whether it’s handling a […]

Discover

The fundamental people skills needed by managers and leaders  

Effective leadership and management are built on a solid foundation of people skills. Wherever an individual sits in an organisation, the ability to communicate respectfully, take ownership, focus on solutions and contribute positively to the organisation is paramount. These essential skills define how managers lead, inspire and collaborate with others and fostering them will lay […]

Discover

Building optimism as part of your customer service ethos  

Optimism is a fundamental characteristic that shapes how service givers interact with customers, solve problems and contribute to the overall success of an organisation. Optimism fuels a positive outlook, encourages creativity in problem-solving and builds trust with customers. It empowers service givers to approach challenges as opportunities, ensuring that customers always feel heard, valued and […]

Discover

5 ways to improve customer care in your organisation 

Knowing that service-givers in an organisation care about their customers and work diligently to do their best for them is an important factor in delivering service excellence. Therefore, a clear focus on customer care should be at the heart of any organisation. Delivering exceptional service strengthens relationships while boosting customer loyalty and satisfaction. To truly […]

Discover

Empathy in Customer Service: Strategies for handling challenging situations 

Empathy is essential in customer service, as it helps build trust and ensures customers feel heard and valued. In our discussions with customers, there is a strong desire and need to help service givers professionally express empathy. Showing empathy is a vital service skill and can turn a negative experience into a positive one. Below […]

Discover

Pathway to thriving and success: building your team’s resilience   

As today’s workforce navigates a dynamic environment, the need for skills that enhance wellbeing, resilience and optimism is an important priority. By focusing on their people’s needs, leaders can provide tools to empower their teams with confidence and resilience. This foundation strengthens collaborative efforts, fostering productive and positive workplaces that drive both individual and organisational […]

Discover

Mastering three vital customer service skills in frontline financial services 

Working within the financial sector around the world has demonstrated to us at MGI the importance of three key customer service skills for all in the frontline to master. To create positive customer experiences, build trust, and retain customers requires an excellent balance of both people and technical skills and knowledge. Whether it’s handling a […]

Discover

The fundamental people skills needed by managers and leaders  

Effective leadership and management are built on a solid foundation of people skills. Wherever an individual sits in an organisation, the ability to communicate respectfully, take ownership, focus on solutions and contribute positively to the organisation is paramount. These essential skills define how managers lead, inspire and collaborate with others and fostering them will lay […]

Discover

Building optimism as part of your customer service ethos  

Optimism is a fundamental characteristic that shapes how service givers interact with customers, solve problems and contribute to the overall success of an organisation. Optimism fuels a positive outlook, encourages creativity in problem-solving and builds trust with customers. It empowers service givers to approach challenges as opportunities, ensuring that customers always feel heard, valued and […]

Discover

5 ways to improve customer care in your organisation 

Knowing that service-givers in an organisation care about their customers and work diligently to do their best for them is an important factor in delivering service excellence. Therefore, a clear focus on customer care should be at the heart of any organisation. Delivering exceptional service strengthens relationships while boosting customer loyalty and satisfaction. To truly […]

Discover

Empathy in Customer Service: Strategies for handling challenging situations 

Empathy is essential in customer service, as it helps build trust and ensures customers feel heard and valued. In our discussions with customers, there is a strong desire and need to help service givers professionally express empathy. Showing empathy is a vital service skill and can turn a negative experience into a positive one. Below […]

Discover

Connect with us

Ready to discover what we can do for you?

Get in touch