What action should a sales associate take when a customer expresses dissatisfaction?

When a customer expresses dissatisfaction, the best approach is to listen to their concerns and offer possible solutions. This action demonstrates empathy and shows that the sales associate values the customer's feelings. By actively listening, the associate can understand the root of the problem and address it effectively, which can lead to a resolution that satisfies the customer. Providing solutions may involve clarifying misunderstandings, offering alternatives, or even proposing refunds or exchanges if appropriate.

Engaging with the customer in this way can improve their experience, lessen their frustration, and build a stronger relationship with the brand. This approach not only resolves the immediate issue but also reinforces the message that customer feedback is welcome and taken seriously, which is essential for maintaining customer loyalty and trust.