Complaints Handling: Top Tactics to Recover Quickly and Keep Customers on Side
Even the best-run wholesalers have bad days. A delivery gets delayed, a pallet tips over, or a supplier lets you down. Things go wrong. But what really matters is what happens next. How you respond can make the difference between a frustrated customer and a loyal one.
Here are some practical ways to turn mishaps into moments that build trust.
1. Own It Fast
When something goes wrong, the worst thing you can do is hide behind excuses or wait too long to respond. Pick up the phone, acknowledge the issue and let the customer know you are on it.
Even if you do not yet have all the answers, honesty goes a long way. A quick call or message shows you care and stops frustration before it grows.
2. Keep Them in the Loop
Silence is the real deal breaker. Even if you cannot fix the issue immediately, stay in touch. A short update such as “We are packing your replacement now” or “It is on the next van out” builds confidence.
Think about communication as damage prevention, not just damage control. The more your customer knows, the less room there is for doubt, assumption, or frustration.
3. Offer a Fix, Not a Favour
When it comes to compensation, focus on what actually helps your customer, not what is easiest for you. A simple credit note might not mean much if they are still short on stock for that night’s service.
Ask, “What would help you most right now?” Then act fast. Whether that means a same-day drop-off, a driver detour, or an urgent supplier call, going the extra mile shows reliability under pressure.
4. Turn Mistakes into Insights
Every issue tells a story. Was it a picking error, a delivery delay, or a data mismatch? Use your ordering and reporting tools to trace the cause.
By analysing patterns, you can spot repeat problems and tighten processes before they hit again. Mistakes are inevitable, but ignoring them is optional. The smartest suppliers use setbacks as fuel for improvement.
5. End on a Personal Note
Once the problem is fixed, do not just move on. Follow up. A short thank-you message or a quick check-in the next week shows that you genuinely care about the relationship.
A simple “Thanks again for your patience, we really appreciate you” can turn a one-off problem into long-term loyalty.
6. Handle Public Feedback with Grace
Sometimes, even after doing everything right, a customer still leaves a bad review or posts something negative online. It happens to everyone. The key is to respond quickly and calmly.
A short, polite reply such as “We are really sorry to hear this. We take your feedback seriously and would love to make it right. Someone from our team will reach out to you directly” shows transparency and care.
Never argue or try to shift blame in public. The goal is not to win the debate, but to show other potential customers that you listen, take responsibility and fix problems.
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