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Keeping a vending or OCS location requires more than low prices or better technology, it depends on good customer service. And no one knows this better than route drivers, who, when confronted with the inevitable grouse, have the opportunity to turn an unhappy customer into a patron for life.

During the National Automatic Merchandising Association's Supervisor Development program at the Spring Expo in Las Vegas, Nev., Jeff Parks, president, C. L. Swanson Corp., Madison, Wis., gave a lecture on handling customer complaints. Although speaking to the owners and operators, route drivers can use the same strategies he discussed.

Remaining calm is essential

The most challenging complaints often come from angry customers, but the key is not to get upset. Although easier said than done, it helps to remember the customer is frustrated or dissatisfied with something that has happened, or not happened -- not anyone personally. Parks' tip is to let a ranting customer vent. "That's what they need," he said.

Being in person, the route driver can make eye contact and nod to indicate he or she is actively listening.

Apologize for something

Secondly, apologize, said Parks. There are ways to do this even if you did nothing wrong. At the very least a route driver can say, "I apologize for the inconvenience caused by…" Or "I'm sorry this wasn't done to your satisfaction…" Or "I'm sorry this happened…"

Next, if the problem is unclear, try to ask for more particulars. Repeat what you understand to be the issue. Get details. This will not only assist in assessing the severity of the grievance, but it will also clarify the information if the issue must be called into the service department or a supervisor.

Parks suggested this question to learn more: "Would you help me understand with a bit more information, so I can correct this quickly and find the best solution?"