This is very true. If you give a set of options to a customer who would simply like an apology, they will often feel pressed by having to make another decision. Sometimes, an apology and a little bit extra can even be just the right thing. Monetary compensation, for this personality type, would seem cold and inhuman. However, throwing in a free dessert could be seen as an extension of the waiter's emotional apology.

I have to say also that the idea of giving choices is revolutionary for the corresponding personality type. It is good that that approach isn't just a catch-all, though, because you can't say, "Well, sir. I can either give you a five dollar discount, or a very convincing apology."

I work in a company dedicated to customer service and usually handle the unhappy customers when they come in. While I do everything I can, some customers are simply not satisfied with an apology and replacement product.

On the other hand, I once found myself in a situation where a small company mistakenly labeled a product with a price significantly lower than what it should have been. While the kind owner apologized and offered to let me buy the product for the mislabeled price, I couldn't bring myself to take advantage of an honest mistake. I bought the product for an honest price.

I've been on both sides of customer service when there's a problem. I understand that companies must court to the buyers (and we will continue to do so), but can't we be a little more patient and forgiving as customers? Business owners are human, too; we shouldn't hold grudges against them for an honest mistake.

I was a steady/frequent customer for a supper club which offered good food and quality entertainment. Then came a night where service was painfully slow, my rare steak arrived burned to leather, my lady's salmon was dry and cold. The waitress threw the plates on the table and vanished forever.
I went to the manager and explained. He vanished.
I stayed after the show and again tried to explain what was wrong. I WAS IGNORED.
Instead of spending at least $1200 annually there,
I HAVE NEVER BEEN BACK.
THAT WAS 10 YEARS AGO.

I'm a former student of Glenn Christensen's and I was a little surprised that they only interviewed 24 customers to arrive at this kind of a conclusion. I do find it interesting and it really makes me wonder what kind of customer I am and how I can better treat my own customers in my business.

Most responses to bad service can be done by incorporating all three approaches. In this scenario the manager could say "I'm sorry, we're short handed tonight. Would you like a free dessert, a gift certificate, or one of your entrees taken off your bill?" Most of the times when I have been poorly served this has been the response. The study was rather small to make such fine distinctions in personalities and there are many other personality profiles out there to choose from. I think this is an intriguing idea, but really needs more research to be truly taken seriously.