Customer Complaints
Make a Business Better

by Karen Porter

No, I’m really not crazy!  When handled correctly, customer complaints can actually be a boon for a business and help it grow.  Let me explain. . .

Most of us dread complaints.  It’s human nature.  As a business owner, you don’t want to hear anything negative about the business you’ve built with your heart and soul.  Even as customers, we’re often inclined to keep our frustrations to ourselves. We don’t want to make an owner or manager feel bad, or we don’t want to appear to be “complainers.” So we tend to not share our frustrations with the very people who can potentially make the situation right. And that’s where the problem lies.

Let’s assume that Mary is dissatisfied. Typically, she will do one of four things as a result. 1. If Mary does what the majority do, she’ll likely just keep it to herself. That may mean she stews on it a bit, and if frustrated enough, she’ll simply take her business elsewhere in the future. 2. Mary may actually vent about it to others. If frustrated enough, she’ll share her frustrations with her family, friends and co-workers.  3. If seriously dissatisfied, Mary might even complain to a legal or public entity. She might complain to the Better Business Bureau or a similar organization. 4. Or, in a best case scenario, but the one least likely to happen, she might actually complain to the owner / manager.

What you might find of interest is that only a small percentage of dissatisfied customers will actually go to the owner/manager. In fact, research shows that only about 5% of people will do so. Instead, it is far more common for the person to tell other people instead of person who can actually fix the problem.  Studies suggest that the average dissatisfied person is likely to tell 11 other people of their frustration. Eleven!  Compare that to only three mentions when someone has good news to share.  (And they’re not likely to share with anyone at all if they simply get what they expect - i.e. no bells and whistles if the product or service is just “ok.”)

The bottom line?  Unhappy customers aren’t likely to talk to you about their issues, but they will (on average) talk to 11 other people about them. That’s a lot of negative word-of-mouth exposure that is working against a business, instead of for it. Even worse, you didn’t know there was an issue or concern and weren’t given a chance to address it.

Now, if only a small percentage of people who have legitimate issues or concerns will take the time to speak with you directly, you need to treat those “complainers” like gold.  That person is likely representing a much larger group of customers who have the same or similar concerns.  Take time to listen.  Determine what you can do to fix the customer’s problem. And consider what changes could be made to improve the situation to make it better for other customers who haven’t brought the issue to your attention.  This kind of attentiveness is true customer service in action and can help you gain customer loyalty. . . as well as positive buzz.

What can you do to make sure you really know what your customers are thinking (even if they aren’t telling you):

• Encourage customer feedback.  Be proactive and don’t wait for complaints to surface in a round-about way. Rather, use customer surveys or a suggestion box to gather input, feedback and suggestions.  You’ll be amazed at some of the good ideas that will come your way from those who know you best . . . your customers.
  
• Follow-up with customers who have taken the time to bring an issue to your attention.  Come to an agreeable solution, and do so promptly.  Then follow-up in a week or so with a card or phone call.  This clearly communicates your dedication to customer service and can help you turn a frustrated customer into a loyal one.

So next time a customer shares a frustration or concern, welcome this feedback instead of dreading / denying / resenting it.  That customer has gone out of her way to give you the opportunity to turn a negative situation into a positive outcome.  And that can mean innovative solutions, happy customers, positive word-of-mouth, and long-term customer loyalty.  And that’s a huge plus for your business.

© Karen Porter. This article may be freely published provided all content is left intact and the author bio/resource information below is included in its entirety.

Karen Porter is a marketing consultant with over 20 years marketing experience working with businesses large and small. With a special fondness for assisting small business owners, her KPorterMarketing.com website contains articles, tips and recommended resources specifically of interest to budget conscious, small business marketers.  Subscribe to her marketing newsletter to get marketing tips and cost effective marketing ideas.