Customer complaints are an inevitable part of running any small business. How you handle those complaints could determine whether or not a customer will return or recommend you to their friends. USA Today has a helpful article with some tips to improve small business customer relations.

Their number one tip: listen! According to USA Today, “It’s natural to get defensive when someone criticizes us, so we’re going to want to start talking. Don’t. First, honestly listen to your customer’s complaint, no matter how angry they are or stupid they seem. All of us, when we’re angry or disappointed, want a chance to be heard.”

Almost as important as listening is saying you are sorry. “Those are magic words that help lessen anger. Even if it’s the customer’s fault, you really are sorry to have an unhappy customer,” USA Today says. “You may have to use this phrase a couple of times — “I’m sorry you’re unhappy” — at the start of the conversation. And a more meaningful — “I’m sorry we made a mistake” — if you find you were at fault.”

It’s also very important to keep in mind that most unhappy customers don’t complain, according to the article. So their advice is to treat the complaint as an opportunity to better your business rather than a confrontation.

Read the full article at USA Today