What makes customers’ complaints so important?

What makes customers’ complaints so important?

About two or three years ago, a survey conducted by National Retail Merchants Association indicated that 14 percent of unsatisfied customers stop buying from a business because their complaints were not adequately solved. And one client is more likely to tell people around him about his claims rather than to tell you, the business manager. Therefore, you can imagine the number 14 won’t remain the same until the years after. It will definitely increase.

Nevertheless, hundreds of managers still have not recognized this fact. They usually skip the complaints or avoid them, which makes the situation even worse. That’s why in this article today, I will show you what makes customers’ complaints so important. And perhaps, your company will become the most developed one shortly.

What makes customers’ complaints so important?

So a complaint from customers is crucial because:

  1. It is a chance to enhance product quality

satisfaction survey

The quality of your product is always the first and foremost thing that keeps customers buying. Therefore, when they complain about it, you will be able to discover defected items. And then, you can fix or recall them if you want. Just like Apple does every time, when their products explode or cause an electric shock for users. And don’t worry if complaints may harm your company’s reputation. Apple gets quite a lot of negative feedback about their iPhone, but it is still one of the most famous brands in the world. All thanks to the complaints that they have a remarkable development.

Moreover, you will find out everything bothering your customers when you listen to their negative feedback. You need to accept the fact that nothing in this world is perfect, not even the most sophisticated product. And customers are the ones who will tell you all of those imperfect points, which is another chance to make your product more and more completed. The more perfect your product is, the more revenue and profits you can earn.

  1. It strengthens customer relationships

There is an old saying that if a person likes you, he will hold you; but if he loves you, he will stay with you. It’s similar to the relationship between you can your customers. Only when they love your product, do they stay with you and tell you their complaints. Therefore, if you have a mannered response, I’m sure you will have an excellent relationship with them. Don’t be like some managers I met, who showed their impatient side to the customers. This Chef from Pigalle in Boston is one example:


What makes customers’ complaints so important?

Instead of staying calm and dealing with the complaint, he ruffled everything up with an unacceptable response. Although the post along with the comment was removed, the negative impression had never been eliminated. In contrast, if you can react like Whole Foods Market in the following situation, no customers would want to run from you:

What makes customers’ complaints so important?

As you can see, this customer replies with a very cheerful attitude, which means that Whole Foods Market has succeeded in winning his sympathy. The same thing will happen to your company when you respond to your customers with a professional attitude like that. They will feel that their opinions are appreciated and stay with you for eternity.

  1. It helps you have a better management

Sometimes, the problem lies with the employees and services, not your product. Is it the salespeople’s terrible attitude? Or did you deliver the wrong product? You will never know unless your customers complain. And coordinating the tasks well is just the evidence of a great manager.

You can educate your employees and teach them how to serve the clients, check the goods all over again before delivering, or arrange the place of some products in your store. There are many terrific ways to manage your business. Look for more tips in here: https://www.youtube.com/watch?v=lLcgCEbsT08.

I still remember a year ago, when I received a call from a customer. He said he was a regular visitor of one of my two stores. And his complaint was about an employee treating him not nicely. He even told me her name and insisted on my dismissing her. Immediately after that, I opened a series of training for sales employees and invited some the most professional trainers in the country to teach them. I wanted to turn them from ordinary people to experts in customer service section. And I did. I never heard or received any complaints about employees’ attitude once again.

Applying some of your own solutions for complaints and learn from others, you will become the greatest manager ever.

  1. And it increases opportunities for sales

What makes customers’ complaints so important?

Handling a customer’s complaints well is always one of the most efficient ways to satisfy him. Once he is happy with your products or services, they will definitely become loyal customers. And as a consequence, a client who loves you always buys more from you than others.

I experienced it with the customer that I mentioned above. When he complain about my employee, I apologized and offered him some discounts that I supposed he would love. And as I kept track to the sales, I knew that he came back not only once but also several times later with his friends and family. Even when the discounts ran out, he still bought products from my store just like a habit. That’s when I felt ultimately proud that my strategy with complaints and employees’ education worked.

Furthermore, you will be able to reduce operating costs, increase customer engagement and spread your brand’s reputation when complaints are solved correctly. For a sustainable growth, it is what you need to do.


What do you think about customers’ complaints now? Are they still annoying as you thought? Or have they become what you need to deal with?

I hope they are more useful to you now than before reading this article. If you have any opinions or questions, you can share it by commenting. I would be glad to reply.

Lastly, thank you, and I hope to see you in my subsequent writings.

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