How to Handle Angry Customers: Turning Detractors into Promoters


One of the most challenging aspects of customer service is learning how to deal with angry customers. After all, staying calm and professional is difficult when you’re being scolded by someone dissatisfied. However, it’s important to remember that anger is often a sign of underlying frustration. You can turn a detractor into a promoter by listening to your customer’s concerns and positively addressing them. Here are seven ways of how to for handle angry customers.

how to deal with angry customers

  1. Listen Attentively

The first step is to listen attentively. When a customer is angry, they want to be heard. Let them vent, and then really listen to what they’re saying. Not only will this help you to understand the root of the problem, but it will also show the customer that you care about their experience. Allow the customer to express their grievances without interruption fully. Show them you’re invested in finding a resolution by maintaining eye contact and using affirmative language.

  1. Acknowledge the Problem

Don’t try to downplay the situation or make excuses. Instead, let the customer know you understand their frustration and want to help them resolve the issue. This empathetic approach will go a long way in diffusing the situation.

  1. Apologize

Even if the anger is unjustified, it’s important to apologize to the customer. A sincere apology can do wonders in calming down an irate individual. Just be sure not to overdo it – a simple “I’m sorry for the inconvenience” should suffice.

  1. Offer a Solution

Once you have acknowledged the problem and apologized, it’s time to offer a solution. If possible, try to exceed the customer’s expectations. For example, if they are angry about delayed delivery, offer to overnight the product for free. Not only will this resolve the immediate issue, but it may also turn a detractor into a promoter.

  1. Follow Up

Follow up with the customer after the problem has been resolved. This extra step shows that you truly care about their satisfaction and helps to build trust and loyalty. A simple phone call or e-mail will suffice – ensure you don’t wait too long to reach out.

  1. Take It Offline

If the situation gets out of hand, it’s best to take it offline. This means moving the conversation from the public forum (social media, phone calls) to a private one (face-to-face meeting, direct message). You can avoid further escalation and better resolve the issue by doing so.

  1. Keep Your Cool

It can be difficult to keep cool when an angry customer criticizes you. However, it’s important to remember that losing your temper will only make the situation worse. If you feel angry, take a deep breath and try to relax. This will help you to handle the situation better and find a resolution.


Angry customers can be turned into promoters if they feel that their issue is heard and addressed. It’s important to maintain a professional attitude, apologize for the inconvenience, and try to find a resolution as quickly as possible. Thank them for passing the issue to your attention, and let them recognize you will work on fixing it right away. If handled correctly, angry customers can often become some of your biggest advocates.

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Chris co-founded DoubleDome Digital Marketing, merging his business degree and technical consulting experience with his fondness for all things Internet. Focused on sales & marketing, Chris has led DoubleDome to 20 straight years of profitability. He leads the marketing and sales groups.
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