When Things Go Wrong, Here’s Your Moment to Shine

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When Things Go Wrong, Here’s Your Moment to Shine

By Desiree Grace and Frank Hurtte

Scientific research backs up something every seasoned distributor already knows: a perfectly smooth transaction doesn’t build loyalty, but a problem handled exceptionally well does.

In Human Sigma: Managing the Employee-Customer Encounter, Gallup’s John H. Fleming and Jim Asplund found that customers who experience a problem that is fixed quickly and effectively become more loyal than customers who never had an issue at all. Think about this: the customer with a headache becomes your strongest advocate if you handle the recovery right.

And let’s be honest, problems will happen.
Back-orders appear. Pricing loads incorrectly. Freight gets damaged. Manufacturers sometimes send the wrong firmware. Instead of hiding these ugly moments, smart distributors embrace them as opportunities to display competence, character, and commitment.

Because the truth is this:

A flawless transaction doesn’t reveal who you are...a moment of trouble does.

Consider the times that stand out:

  • The inside salesperson who calls with an update before the customer even knows there’s an issue.
  • The outside salesperson who hand-carries a replacement across town during rush hour.
  • The manufacturer who pushes a second shift to support a customer’s line-down emergency.

These actions do more than fix the problem; they prove your value. They show you’re not just a fulfillment center; you’re a trusted partner who shows up when it matters.

In the electrical distribution industry, the stakes are especially high. Panels sit open, production lines stall, and downtime costs climb by the minute. In those moments, customers remember who stepped up, who owned the solution, and who made things right.

Organizations that succeed in the long term build systems, permissions, and cultures that empower their teams to turn complaints into moments of loyalty. When teams respond quickly, clearly, and with genuine ownership, they create emotional bonds that competitors struggle to break.

Let’s circle back to the DMV for one last comparison. Imagine renewing your license without the dread, quick, efficient, maybe even pleasant. You’d brag about the experience! That’s the kind of loyalty great distributors create when they listen, respond, and solve problems with urgency.

The lesson is simple: thank your customers for complaining, they’re giving you the chance to prove your true worth.

Want your organization to turn complaints into competitive advantages? River Heights Consulting trains teams to build systems and habits that turn every problem into a loyalty-building moment. When your frontline teams feel empowered, your customers feel supported.

Need help strengthening your customer-recovery process? Let’s get started.


About the Authors

Frank Hurtte combines decades of distribution expertise with a practical, relationship-focused approach to customer loyalty and value creation.

Desiree Grace contributes leadership insight rooted in authenticity, emotional intelligence, and a relentless focus on customer experience.

Together, they highlight the real-world dynamics that turn everyday problems into opportunities for deeper loyalty.

TL;DR

A perfect transaction doesn’t build loyalty, but a problem handled exceptionally well does. Distributors who respond quickly, take ownership, and empower their teams turn complaints into long-term competitive advantages.


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