No one likes to feel dismissed when they complain about something. Small issues can escalate into bigger problems when they are not addressed properly. As a business or company, it is crucial to choose the right token when dealing with customer complaints.

Jean-Louis Gassée, a former executive at Apple Computer, coined the term “the two tokens” to describe the choice a business has in responding to customer complaints. The tokens are “It’s no big deal” or “It’s the end of the world”. Whichever token you choose, the customer will take the opposite.

Take, for example, a customer who purchases a piece of furniture from your store, and it arrives damaged or with missing parts. You receive an email from them explaining the issue, and you have two choices: “it’s no big deal” or “it’s the end of the world.”

If you choose the “it’s no big deal” token, you might respond with a message telling the customer that these issues happen sometimes, and the missing parts will be shipped soon. While this response aims to be helpful, it might make the customer feel like their complaint was dismissed.

On the other hand, if you choose the “it’s the end of the world” token, you might respond with a message that acknowledges the customer’s frustration and takes full responsibility for the mistake, offering a replacement or a discount on their next purchase. By acknowledging the severity of the situation and offering a solution, the customer might feel heard, validated, and more likely to return to your store in the future.

This type of response acknowledges the customer’s frustration and validates their experience. It also offers a solution without making them feel like their complaint was shrugged off. This approach can flip the customer’s perspective to “it’s no big deal”, which is ultimately the goal.

At the end of the day, always bare in mind: Avoiding arguments, remaining calm, and understanding the customer’s perspective is key to resolving complaints quickly and effectively. When choosing which token to use, always remember that a customer’s satisfaction is the ultimate goal.