1.2.3 COMPLAINING AND APOLOGISING

COMPLAINING AND APOLOGISING

If you were in charge of customer service for a big company, how would you design the complaints process?

What would happen if people stopped complaining altogether?

How has social media changed the way people complain or apologise? How might it change in the future?

Is there a difference between a formal apology and a personal apology? Which do you think is harder to make sincerely?

How can too many complaints harm a company?

In your view, which cultures are more direct or indirect in making complaints? How can this cause misunderstandings?

How is apologising in your culture different from in English-speaking cultures?

Should companies compensate customers for bad service, or is a sincere apology enough?

Do you think people sometimes abuse the complaints system? What are the consequences?

 

2.Matching Activity: Complaints & Apologies

Match the complaints (A–F) with the most suitable apologies (1–6).

3. Role plays

Choose some of the following role plays and act them out in pairs. Check out the language support box below.

Customer–Company

Situation 1: A customer bought a new phone, but it stopped working after one week. The customer complains; the shop assistant apologises and offers solutions.

Customer–Company

Situation 2: A guest at a hotel complains because the room was not clean. The receptionist apologises and offers compensation.

Colleague–Colleague

Situation 3: One colleague missed an important deadline, which affected the whole team. The other colleague complains, and the first colleague apologises.

Colleague–Colleague

Situation 4: A colleague accidentally deleted an important file. They must apologise and suggest how to fix the situation.

Manager–Employee

Situation 5: An employee complains about having too much work. The manager apologises and discusses possible solutions.

Manager–Employee

Situation 6: A manager gave unclear instructions that caused a mistake. The manager apologises to the employee and clarifies the task.

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Click on the + sign to open the boxes

Read the following text. How far would you agree with the points raised?

Have you experienced the situations described below from the point of view of a customer or business?

CUSTOMER COMPLAINTS: A Strategic Guide for Small Businesses

Many business owners instinctively view a customer complaint as a setback. In reality, a complaint can be one of the most valuable opportunities to strengthen customer relationships. When handled effectively, dissatisfied clients can be transformed into some of your most loyal advocates. In fact, customer loyalty is one of the most significant assets a business can cultivate—so it is worth defending with determination.

Complaints should always be addressed with empathy and efficiency. A lack of complaints does not necessarily mean your customers are satisfied; it may simply indicate that unhappy customers have chosen to leave silently. Research suggests that most dissatisfied clients never return—and many will share their negative experiences with others, damaging your reputation far more than you may realise.

WHY WELCOME COMPLAINTS?

Published research highlights some important patterns:

  • A business typically hears from only 4% of its dissatisfied customers. The remaining 96% leave without saying a word, and 91% of them will never return.
  • An unhappy customer tells an average of 8 other people about their negative experience.
  • Remarkably, 7 out of 10 customers will do business with you again if their complaint is resolved satisfactorily.

HOW TO HANDLE COMPLAINTS EFFECTIVELY

To turn complaints into opportunities, consider the following strategies:

  • Develop a clear complaints procedure and ensure all staff are trained to follow it.
  • Make the process accessible, so customers can raise concerns easily.
  • Respond quickly and constructively to every complaint, demonstrating professionalism and genuine concern.

Adapted from a Consumer Affairs Factsheet by the Australian Department of Justice Northern Territory Government.

4D. Discussion questions

5A. Video: Pre-watching activities

What do you think of the statement “the customer is always right”?

For 5B, 5C and 5D, click on the + sign.

In the video you will hear at least 10 idioms or idiomatic expressions. See if you can match the idioms to their meanings.

  1. Do you think the jury is out on whether social media is beneficial for mental health?
  2. Have you ever realized you were in the wrong during an argument or disagreement? What did you do?
  3. How can companies do right by their employees during a crisis?
  4. When is it appropriate to turn up the heat in a business negotiation?
  5. What’s one project or experience in your life that was smooth sailing from start to finish?
  6. How do you usually get to the bottom of a mystery or problem in your work or personal life?
  7. What are some ways people can ensure they are living within their means?
  8. Can letting someone have their own way sometimes lead to better outcomes? Give an example.

6A. Video

You are going to watch a video about different types of complaining customers and how to handle them. Look at the 5 mentioned in the video. Why do you think each name was chosen? How do you think they should be handled?

      1. Valid complainer
      2. Impatient complainer
      3. Vague customer
      4. Know it all
      5. Pessimist

Watch the video HERE. Were you right?

(The script for this video is in the pdf. Scroll to the bottom of the page and open the link to the pdf.)

6B.Summary of the 5 types of complainers.

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  • Have you seen/dealt with any of these kinds of complainers?

6C.Role plays

Work with a partner. Role play each of the situations below, taking turns to be the customer or the representative. For each scenario there is a phrase bank that the representative can use with the customer.

Click on the + symbol to see each scenario and read your role in each scenario.

“I ordered a blue shirt, but you sent me a red one. I need this fixed immediately.”

  • Acknowledge the mistake, apologize sincerely, and offer a solution (replacement, refund, or discount).

Phrase bank

  • “I’m very sorry for the mistake. Let’s fix this right away.”
  • “Thank you for bringing this to our attention.”
  • “We can replace this item / issue a refund / offer a discount immediately.”
  • “I understand how frustrating this must be for you.”

“I’ve been waiting for 10 minutes! Can’t you hurry up?”

  • Stay calm, reassure the customer, explain the process clearly, and provide a realistic timeframe.

Phrase bank

  • “I apologize for the wait. Thank you for your patience.”
  • “I understand your urgency. Let me see what I can do right now.”
  • “This should only take a few minutes; I’ll keep you updated.”
  • “I appreciate you waiting while I check this for you.”

“Something’s not right with your service. It’s just not working.”

  • Use open-ended questions to clarify the problem, restate what you understand, and offer solutions.

Phrase bank

  • “Could you please tell me exactly what’s happening?”
  • “Let me make sure I understand: you’re experiencing…?”
  • “When did this problem start?”
  • “Can you give me an example or show me what went wrong?”

“I read online that your service should cost $10, not $15. You’re wrong.”

  • Politely correct misconceptions, explain company policy clearly, and maintain professionalism without arguing.

Phrase bank

  • “I understand why it may seem that way. Let me explain how it actually works.”
  • “You’re right that [partially true fact], but according to our policy/procedure…”
  • “Thank you for your input. Here’s the information I can provide…”
  • “I can see why that would be confusing. Let me clarify for you.”

“I bet this problem will never get fixed. Your company always messes things up.”

  • Show empathy, highlight positive steps being taken, and reassure them with evidence or examples of successful resolutions.

Phrase bank

  • “I understand why you feel that way, but let me assure you we are addressing this.”
  • “We’ve successfully handled similar issues before, and I’m confident we can solve yours.”
  • “I can guarantee that we will follow up until this is resolved.”
  • “Let’s take it step by step so we can find the best solution.”

7.Discussion questions

Discuss some or all of these questions in pairs or small groups.

  • What was the last time you complained about something? Was it effective?
  • Do you usually complain directly, or do you prefer to stay silent? Why?
  • How do you feel when someone complains to you?
  • Is it more difficult to apologise in a personal situation or a professional one? Why?
  • Do people in your culture complain openly, or do they tend to avoid it?
  • How do different cultures express apologies? Can you think of any examples?
  • In your country, are companies usually good at handling complaints?
  • What types of complaints are common in the workplace?
  • How should a manager deal with an employee’s complaint?
  • What is the best way to apologise to a client after making a mistake?
  • Should companies always apologise publicly when they make a big error? Why or why not?
  • Do complaints usually lead to improvements, or do they just create conflict?
  • Is it better to apologise immediately or wait until you have a solution to the problem?
  • Can apologising ever make a situation worse?

8.Debate Topics

Divide into two small groups and debate the following ideas.

Companies should always publicly apologise when they make a mistake.

Customer complaints are more valuable than compliments.

Employees should never complain directly to their managers.

A sincere apology is more important than compensation.

Social media has made complaints more public and less personal.

Apologising too often in business can make a company look weak.

9.Phrasal verbs: complaining and apologising

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9C. Discussion questions

  1. Can you think of a time when you had to speak up about a problem at work or school? What happened?
  2. Have you ever had to call out a company or service for poor service? How did you do it?
  3. Have you ever felt the need to speak against a rule or policy in your workplace or community? How did others react?
  4. Who do you know that often whines about small problems? Do you think it’s effective or annoying?
  5. Can you remember a situation when you had to own up to a mistake? How did it feel?
  6. Have you ever had to make up for something you did wrong, at work or in your personal life? How did you do it?
  7. Has anyone ever tried to patch up a misunderstanding with you? How did they do it, and was it successful?
  8. Think of a time when someone promised to put right a problem for you. Was their solution effective?

To get the pdf for this lesson 1.2.3 click on this link:

https://drive.google.com/file/d/1NxFuO0tB-Sbb85RFZhnkeRcoQ-78qpEz/view?usp=sharing

 

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