Business Issue - 04: Listening to your customer at first ….
Listening to your customer should be a rule for 3 basic reasons
1. He is your customer and he needs to be heard
2. You might find out something that you did not know
3. It will always improve your relationship if there is an open communication channel.
Even if you do deny his request, it matters the way you do it, sometimes even more than the denial itself. It matters that he knows or has the impression that you care and you understand the basis of his request, but you just cannot satisfy him at this moment.
If you say "no" anyway you should always explain explicitly why, letting him know that you care that he understands.
Related statements and documents
Your most unhappy customers is your best source of learning.