Isn’t it annoying when you call a company to complain about a problem and they won’t even give you the chance to describe what’s wrong? They take down the information that they think is important or whatever the generic form directs them to record. You hang up thinking, “They couldn’t even give me the time of day.”

Contrast that scenario with the one where you have a receptive individual who really listens to what you have to say. Consumers have indicated repeatedly that a positive experience when dealing with a problem will incline them to return to that company.

So, why is it that we treat requests for corrective action from customers with such exasperation and thinly veiled contempt? “Here we go again. Another pencil-pushing exercise!” Individuals responsible for dealing with the ubiquitous requests are so frustrated that they don’t even bother to do what is the most obvious and natural. They don’t pick up the phone and call the customer.

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