A customer complaint highlights a problem, whether that’s a problem with your product, employees or internal processes, and by hearing these problems directly from your customers, you can investigate and improve to prevent further complaints in the future.

Furthermore, research finds that customers’ whose complaints are handled quickly can often turn into loyal customers and even brand advocates. In fact, a study by Harvard Business Review found that customers who have a complaint handled in less than 5 minutes go on to spend more on future purchases.

Simply put, a customer complaint can become very profitable when you can resolve their problem quickly.

Careful data analysis is used to track, categorize and handle customer complaints.

When a customer makes a complaint, he or she is voicing a concern in relation to a product or service and there are several questions to ask before action is taken, including:

– Has this happened before?

– Has the complaints been recorded?

– How often does the same compliant arise?

– Is there a pattern to this complaint in how it was received?

– Has the same customer reported this previously?

By answering these questions, the necessary steps can be taken to prevent them from happening in future – it could even lead to products or services being reviewed/improved – in other words, customer complaints can be a catalyst for change and further growth – if managed properly.

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