A preferred customer is at the register collecting a gift from a mailed promotion; the next customer in line is getting angry. What should you do?

• A. Process the sale and insert a customer feedback/complaint form in the bag.
• B. Offer a gift to keep it quiet so as not to upset the other customers.
• C. Apologize to the customer and complete the sale as quickly and efficiently as possible.
• D. Explain the qualifications to be a preferred customer and how to receive free gifts.

Answer: (D)

When a promotion causes a line to tense up, the best thing to do is clearly explain how the promotion works and who qualifies. This approach addresses the confusion directly and shows fairness by outlining the criteria for being a preferred customer and how to receive free gifts. It helps the angry customer understand why they may or may not be eligible and sets expectations for future promotions, which reduces frustration for everyone in line. It also protects the integrity of the promotion by ensuring rewards go to those who meet the stated qualifications, rather than being given out ad hoc.

In contrast, simply processing the sale while slipping in a feedback form doesn’t tackle the immediate tension or clarify the policy. Offering a gift to quiet the line can undermine the promotion and seem unfair to others who meet the criteria. Rushing through the sale with just an apology may calm the moment, but it leaves the rules unclear and ripe for repeated confusion. Explaining the qualifications and how to receive gifts hits the root cause: clear policy communication and fair, consistent application.