The fourth rule for working with customers is that when there is a mistake, apologize and then make things right however you can. So going a step further than just taking ownership for the situation, do whatever needs to be done or whatever is in your power to do, to make things right.

Sometimes you won’t be able to turn back the clock on an unfortunate situation, but often there are ways to mitigate the consequences of it. Do what you can. Do more than you think you can. Don’t think about putting a band aid on a stab wound, call the hospital instead. 

Think about how you can make the situation better and then follow through. Customers don’t just want your words; they also want actions. Those actions don’t have to be monumental; it can be as simple as making a note in their records so that the situation doesn’t happen again, or it could be sending them a new product if it arrived at their home damaged. 

Customer Experience isn’t brain surgery, it doesn’t have to be difficult. It only requires you to be aware of the experience of other people and take action where you can.