How to transform an angry customer into a promoter

Every year, we carry out a customer satisfaction survey to understand, in our customer opinion, what we are doing well and to identify improvement opportunities. The analysis of the results shows that most of our promoters -customer employees that recommend their colleagues working with us- justify their decisions based on a good experience with our technical support. They consider that a good product performance or on-time delivery is the rule but not a plus. So, let’s work to have a competitive advantage here!


It is extremely important and not so difficult to turn complaints, claims or customer pretexts we receive into an asset for our Company. To do that, we need to know how to manage these situations appropriately and to make the customer feel satisfied with our answers. From an angry customer sometimes we can get an enthusiastic promoter.

As we move forward in projects, it is very common to find dissatisfied customers, so it is essential that every one of us does not give them an easy, not-intended answer, or still worse, no answer at all. Remember that an angry customer is the starting point for our competitors to take advantage.

Customers do not expect free-of-fault products or services. When that occurs, if you are able to manage all that anger or claim, you have the wonderful opportunity to gain loyalty from them.

Therefore, each one of us who has contact with clients must be clear about the following steps for a better handling of that kind of situations:

Treat the customer’s problem as if it were your own

A customer, who addresses some of us, either directly or through our support systems, has the intention of being heard and understood.

Not to address the problem expressed by the client is a serious error, which can be very expensive for our further relationships. So, the key here is to meet the customer’s problem as if it were our own. Gaining empathy with him is beneficial for both parties.

Listen to him to identify what the problem is, and do not focus on the complaint

When the client feels that we are dodging the problem, he can lose his calm. To avoid this situation, the key is to listen to the customer, but also hear and read into the backstory that has produced such a problem.

If the person who is listening to the complaint is able to step into the shoes of the customer and the same questions are made, the customer can rest assured, the problem can be resolved through other more tolerant and passive conversation, but without losing the authority to the customer and the calm especially when addressing the situation.

Put the focus on the solution rather than the drama

The first and only thing out of our mouth must be; “Ok, let’s see what kind of options we have to solve the problem.” An angry customer needs to know that there is no single solution, there are many. Also, if he has invested in our products, he is entitled to feel that their needs must be met, and further solved by an agreement between both parties.

The key here is to ignore the rhetoric and focus on customer solution, so we can avoid the bad situation and divert the attention of the customer towards a quick solution. Faster, better customer satisfaction to their enterprise is reached, and the most positive thing is that the customer starts thinking positively of our company even if something along the process went wrong.


Managing properly critical post-sale situations is key to build strong, long-term relationships between the Company and our customers. Having good technical professionals is not enough, we still have to make customers  feel comfortable with us.


Cómo manejar a los clientes enojados. wikiHow. Retrieved 18 March 2016, from

Bellido Campo, C. (2016). Tres pasos para convertir a un cliente enojado en uno fiel. 2013. Criterium Investigación Orientación Científica de Marcas. Retrieved 18 March 2016, from

Bet,. (2013). ¿Cuánto vale un cliente satisfecho?. Generar Ingresos. Retrieved 18 March 2016, from



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