What should a sales associate prioritize when resolving a customer's complaint?

Prioritizing understanding the customer's feelings and finding a solution is critical in effectively resolving a complaint. This approach acknowledges the customer's emotional state and demonstrates empathy, which can significantly defuse tension in a difficult situation. By focusing on the customer's feelings, the sales associate can build a rapport and show the customer that they are valued and heard. This understanding allows the associate to tailor the resolution more accurately to the customer's needs and expectations, fostering a sense of trust and satisfaction.

In contrast, adhering strictly to store policies without considering the customer's perspective might lead to a lack of trust and further dissatisfaction. Offering an immediate discount could be seen as an attempt to quickly placate the customer without addressing the root of their concerns, and defending the product might escalate the conflict rather than resolve it. Therefore, a solution-centered approach that involves empathizing with the customer is most effective in turning around a negative experience and ensuring customer loyalty.