It's most important to listen to your customers. Instead of becoming automatically defensive when they complain, treat complaints as opportunities to prove how good a business person you are.

Answer your customers’ questions and return their telephone calls. Encourage them to talk to you about their concerns. By making the customer feel that it’s safe to bring concerns to you, you’ll find that complaints come in sooner rather than later, when there are better odds that they can be resolved.

Take notes on the issue, and follow-up with the consumer as promised.

In many cases, a few minutes of honest discussion can settle an issue – or at least let the customer know you will try to resolve the problem.

Remember that the customer’s investment is not just a financial one; it is often a personal and emotional one, too.