Operations

Hit The Jack Pot With Customer Complaints

Posted on April 1, 2007 by LCT Staff - Also by this author

Our most powerful instinct is to avoid customer complaints, but they may be the best thing that happens to a business. Here's why. Marketing research shows that only one out of 50 unhappy customers take the time to complain to you. They are likely to let 11 of their friends in on the fact that they are unhappy, but don't feel comfortable letting you know. What happens to the 49 unhappy customers who don't complain? Besides griping to 11 friends and family members, they'll just change to another service.

Complaining Customers Are A Bonus

Let's forget about the fact that complaining customers aren't always polite or fun to deal with. What's really happening when they let you know that you didn't meet their expectations? They are giving you the opportunity to fix the problem and keep them as customers. Additionally, they are letting you in on problems that may have turned 49 other customers away!

Encourage Complaints

Yeah, I know... I dread them too, but they are tools for growing your business. How easy is it for your customers to let you know they are dissatisfied with your product or service? Make it easy by...

1. Offering a toll-free complaint hotline.

2. Making customer satisfaction surveys available.

3. Sending follow up postcards after the purchase.

4. Dedicating an area on your website for customer complaints.

An unhappy customer can do one of four things:

1. Keep silent.

2. File a lawsuit or report you to a regulatory agency.

3. Give you bad word-of-mouth advertising.

4. Complain to you.

Remember that your customers and clients know your businesses strengths and weaknesses much better than you do! They have first-hand experience to make their judgment from. When a customer takes the time to let you know what you need to improve upon, you truly owe them a thank you! And don't forget, an unhappy customer that you turn into a happy customer becomes a loyal, life-long customer.

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