Let's start with the bottom line: You don't want customers like the guy pictured above—frustrated, angry, on hold, and without a solution!

So what does your customer want when he calls in with a problem related to the product or service you sold him?

First, a quick response from you regarding their problem. Answer your phone with a live voice during business hours rather than sending them through an endless maze of options with some extensive answering service. If after hours, your message should include, “We will get back with you within 12-24 hours." Then make sure you keep that promise…EVERY time. 

You think I'm extreme on having no automated phone answering service? I once read about a B2B insurance agency that spent two million dollars ripping out voice mail from their agency. Every call gets answered by a human every time. It paid for itself in four months. They understood serving the customer. Seth Godin called it a strategic investment, not a cost-cutting shortcut. Bottom line—it’s an act of serving the customer that will also affect your bottom line. So maybe hire a few more people to answer your phones.

Furthermore, when someone calls in with a problem they should be quickly routed to someone who can actually help with the problem. Don’t pretend that you know, rather, acknowledge you don’t and then promise to get back with them with a solution or find someone who can solve the problem.

Also make sure you commit up front to solving the problem. That means, assure them upfront, along the way, and at the end, making sure they are satisfied with the final solution. 

Which brings us to my final point. Your customer ultimately wants a solution; it's the most important thing to them. How many times have you been frustrated with customer care being so friendly and empathetic while waiting for them to cut to the chase and help you with the problem you called in about? So don’t get their name, birthdate, spouse and kids’ birthdates, social security numbers, or go off on some long spiel about wanting to solve their problem. Simply get to the problem quickly and begin moving toward a solution.