Consumers are not idiots and they see through the fake messages that many marketers present. Your business needs to create a culture where the consumer feels welcome. With that said; the one thing to remember about family is that they tend to be honest to a fault even if it is not what you want to hear. Using that principal, treat a consumer who is being difficult with tough love! If you can easily solve their pain do so but point out that you will not keep doing this if they are in the wrong; it is a one time thing.