At the same time…

You have a personal responsibility—to yourself, as a human being—to be a positive customer. I do, too. Especially considering the state of business in this day and age, you are going to encounter businesses that treat you unfairly, or make glaring mistakes, or leave you feeling mistreated, feeling that your money was ill-spent. It’s going to happen. Make peace with it NOW.

Recognizing that you’ve had a bad experience does not give you leave to be difficult, or hateful, or… well, a whiny bitch. (I’m allowed to curse. I’ve been that whiny bitch.) It doesn’t give you the right to trample someone’s time—not the salesperson, not the customer service representative, and no, not even the CEO.

You do have the right, as a paying customer, to voice your concerns and tell the company about your experience. But if you don’t approach it constructively, everyone loses. And ruining someone’s day because you’re grouchy doesn’t solve the problem.

I am speaking to you as the consumer: You are in an extremely unique position to see everything a company is doing wrong. You must use your powers for good. Help them—don’t screw with them. There’s a very good chance that it’s all a mistake, and they didn’t even realize there was a problem. They can learn from their interaction with you. Don’t do something that inclines them to dismiss it: “Just another obnoxious customer we’d rather not have anyway!”

And if it isn’t just a mistake, if they honestly are lazy or neglectful or morally deficient… wouldn’t you rather be the force that encourages positive change? You know that a negative confrontation doesn’t beget change as often as a positive one. (I know you know, deep down in your soul, even if you’re inclined towards the former.) Don’t seize the accidental opportunity to be a prick. Be a good influence. Spread faith and love everywhere you go.

Unicorns. Rainbows. Fluffy bunnies.

I’m freaking serious!

Be nice, folks.

Your customers care whether you get it right.

They may not think they do. They may not think about it consciously at all! But when you get it wrong, they notice. And they know, instantaneously, whether their money was well-spent.

It’s that moment when you can keep them or drive them away. A well-handled customer service situation can mean the difference between parting on negative terms—where the customer leaves with a bad taste in his mouth, or an unpleasant feeling (poo)—and parting on positive terms, which can rejuvenate even a previously stale or uncomfortable business relationship. Please be very aware of the words I’m using. Your customer is directly associating these feelings with you and your company.

Do you want to be the bad taste, the unpleasant feeling?

Or do you want to be the sense of relief, safety, and good will (that is—the delicious gooey persimmons)?

You get to pick.

But you have to pay attention.