Good clients are difficult to locate and obtain; that is why you should always respond, not react, to their negative issue, which may be extremely sensitive and important to them. No matter how petty the issue, address it clearly, immediately, and to their complete satisfaction. Make sure you don’t ignore it or sweep it under the rug, because anything that affects the relationship with the customer is important to you.
When possible, these types of issues should be addressed in person. Keep in mind that if you bring the issue up, it will remove the sting, begin the mending process, and demonstrate character, which is important to maintain lifelong clients.
—Stephen Capper, A-1 Awards Inc.