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  • Once the customer has aired their grievance, immediately offer a sincere apology. You might not be at fault and any number of factors may have contributed to the issue, but you should take responsibility for the problem. You are representing the pharmacy, so don’t take it personally. Sometimes, an apology is all it takes to placate an angry customer.
  • While customers do not want to hear excuses, you can briefly explain why they did not receive the standard of service they expected. This should take place after you have heard their account and made an apology. Phrases such as “I can understand why you are upset” and “I’m sorry that you have had to come back to resolve this issue” may be useful.
  • Customers often haven’t planned beyond making the initial complaint, so ask them for their desired outcome. This will make them feel both involved and valued.
  • You may have a contingency plan in place for customer complaints – a money-off voucher or a free product – which you can quickly offer as a conciliatory gesture.
  • When apologising, take care not to admit liability. It may be better to say, for example, “I am sorry that cream wasn’t suitable” rather than “I am sorry that cream has made your rash worse".
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