Tip 1: Really listen to your customer!

The customer feeling like you’re not listening to them is the worst thing that can happen! Let the customer express their feelings and don’t be impatient. Don’t interrupt them and don’t respond straight away.

When the customer has said what they have to say, restate the main points of their dissatisfaction to show that they had your full attention.

Tip 2: Stay calm even when faced with an angry customer

If your customer is angry or upset, try to isolate or talk to them as far away from your other customers as possible. Do not react to provocations or threats.

Keep smiling, don’t contradict them and show respect for what they have to say to you!

Tip 3: Turn your discussion into a positive conversation

Don’t hesitate to thank your customer for taking the time to explain their problem to you. Think of all the unhappy customers who did not come to complain and whom you will never see again. A customer who makes a complaint gives you the opportunity to identify a problem you may not have noticed and thus improve your service.

A complaint allows you to remain vigilant and to improve your production or storage processes.

Tip 4: Analyse the complaint objectively

There are two types of complaint: objective and subjective. Try to explore the deeper reasons behind it by asking questions calmly and without bias.

Ask specific questions: why is the product considered to be poor or why did it not meet expectations? Did it make anyone ill? In particular, this may enable you to identify the offending ingredients. When faced with a subjective complaint, start by saying: “I understand that you…”, thus showing the customer that they are right without acknowledging a mistake on your part.

Tip 5: Find a solution and offer compensation

In case of a subjective complaint which is a matter of taste, always try to find a solution that will guide the customer in their next purchases.

Introduce them to a product that will better suit them and let them taste it. In the event of a more serious problem, de-dramatize the situation and immediately offer compensation with another product or a refund for the offending product.

If the customer comes back to the shop, pay them special attention so that they feel the positive effect of their complaint. They will feel respected and may even become an ambassador for your bakery.