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Don't let difficult, angry customers control you. Learn to take control, stay cool, and remain professional in the toughest situations

Reviewer Praise From Amazon Readers

Bacal nails it! While more are messing with the entanglements of Customer Satisfaction which leads to no where...he addresses the specifics head on and focuses on the greater picture and ultimate goal of the Customer Experience which leads to Loyalty. Excellent job! (Macy in Oklahoma, 2013)
Five Stars on Amazon

One of the best things I learned from this book is how to turn a negative experience into a positive one. Using the tools from this gem of a book I have calmed people down, turned bad situations into good, and kept customers who would have otherwise left us and written ten nasty reviews in their wake. It is so empowering to be able to do that, rather than feel awful and abused. This is a must buy, must read for people who work with customers day in and day out. Do it for your own sanity, and to help improve your own job performance and satisfaction! (E. Meehan, California, 2012)
A five star review

Anyone who serves the public should have this book. It gives advice for everyone from the order taker at the fast food restaurant to higher level management. It also gives different techniques for different situations (ie retail store, office, call center etc.) I have only had this book for a few weeks and already I have improved my customer service skills. It's a wonderful tool.  (Lisa S. NJ)
Another satisfied reader

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No ONE communication style fits all situations

Is There A Best Communication Style?

No. Despite the fact that many texts and so-called experts suggest that one should communicate in an assertive style, rather than a passive or aggressive approach, there is no style that is "best" across all situations.

Best Communicators Choose A Communication Approach That Fits The Context

The best communicators have various styles they can draw on. Even with the simple passive, aggressive and assertive styles, there are times when being more passive is the better choice. Or being more aggressive.

There is nothing magic about any style in any model that makes it work all the time, in every situation.

What Factors Affect What Works With Communication

Ideally, we'd be able to say that if you are in situation x, you should use communication style A, but sadly we can't do that. If we could have such a cookbook, we'd all be excellent communicators.

There are simply too many factors that affect what works and what doesn't when it comes to human behavior.

Here are just a few:

  • The relationship between the two parties.
  • The roles each person tends to take when talking to the other.
  • The subject of the discussion.
  • The investment of each party in the issue/subject.
  • Past history between the two people.
  • The culture or cultures that each person comes from.
  • The degree of comfort with various styles that each person has, both when using them, or when interacting with someone using different styles.
  • The moods of each person at the time of conversing.

Within each of these variable families, there are many possibilities. For example, a person's mood may be grumpy, or cheerful, or impatient (and many more), and that may affect the best way to communicate with that person AT THAT specific time.

Bottom Line:

Good communicators adapt. It's not that they necessarily know with certainty how to communicate in any given situation, but they observe, and modify their approaches on the fly.


About Company

Bacal & Associates was founded in 1992. Since then Robert has trained thousands of employees to deal with angry, hostile, abusive and potentially violent customers. He has authored over 20 books on various subjects, many published by McGraw-Hill.


Robert Bacal

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