Compelling customer service practices all your customers—even Gladys—will thank you for! – an interview with Marilyn Suttle
As entrepreneurs and small business owners, managing difficult customers is a skill you can learn and convert them into happy, repeat customers.
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Do you have a difficult customer who demands more than you’re willing to give, requires more skill to manage, and who pushes all your buttons? (Me too.)
Do you sometimes wish they would go away (but, then you’re telling revenue to go away), or would you rather find a way to turn them into a wonderful, loyal customer who refers you to all their friends (this is the way to go, baby!).
This week’s guest, Marilyn Suttle, is the author of “Who’s Your Gladys? How to Turn Even the Most Difficult Customer into Your Biggest Fan”. She will share how you can not only effectively manage your difficult customers, but will describe the things you can do to convert them.
Marilyn learned that the basic skills that great parents use with their kids can work with customers, too. She then started a jamming career helping organizations to improve their customer service. 
So, who is Gladys? If you’re perspective is right, Gladys is your friend. She’s good news. And she’s a complainer who is in your face. Why is that good? Because what she’s bothering to tell you about is probably on other customers’ minds, too – they just don’t care enough to speak up (and they may go away without you knowing about it).
Welcoming your customers as guests into your world helps to provide great customer service, too. When the phone rings with a complaint, it’s not a problem – it’s a person to connect with.
Marilyn shares proactive examples of great customer service design, too. I like the story of how Singapore Airlines designed a space on their planes with the input of some core customers. These are 20-hr flights, so customer comfort is important!
Toward the end of our interview, Marilyn does share that there may be some instances that the right move might be to let a customer go. Make sure you know the difference! If they compromise your values or act unethically, then give them the boot (or refer them to your competitor!).
