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 may be freely published provided all content is left intact and the author bio/resource information below is included in its entirety.
Related Articles
Listening for Dollars- Customer Complaints Create Profit
By: Mary Sandro | 09/10/2006 | Customer Service
Customer complaints are like medicine. Nobody likes them, but they make us better. Actually, they are probably more like preventative medicine because they provide advanced warning about problems. Financial statements, in contrast, provide a historical perspective. By the time problems manifest in the financial statements, forget the medicine. It's time for emergency surgery.
Killer Customer Surveys
By: Kirsty Dunphey | 18/10/2007 | Customer Service
Customer surveys are a fabulous way to do research on a highly specified portion of the market and a way to improve your future service to customers and clients. To follow are some of the questions and details I highly recommend you consider including on your next survey.
Challenging Customers - Love Them or Leave Them?
By: Sandy Reed | 01/03/2008 | Business
We've all had challenging customers from time-to-time. Here are some Soulpreneur strategies to help you turn those challenges into a more positive customer service experience.
Hit The Jackpot With Customer Complaints
By: Allyn Cutts | 25/04/2006 | Business
Our most powerful instinct is to avoid customer complaints, but they may be the best thing that happens to your business. Here's why...
Successful Business Relationships
By: Terence R Traut | 18/01/2006 | Sales
Build your business relationships â€" and your future â€" by focusing on these critical elements of Value, Competence, Trust, and Propriety.
The Pretty Woman Theory
By: Dana Wallert | 12/04/2006 | Sales
Each initial contact we make with a prospective customer can make or break not only that sale, but potentially dozens more.
Internet Marketing: Give Me Immediate Gratification
By: Virginia Bola | 29/05/2006 | Marketing
As soon as I've paid, or taken you up on a free offer, I want to right click, download, and read. I don't want to have to go into my inbox and click to activate something.
How To Make Your Customer Stick With You - Part 3
By: Don Resh | 08/09/2006 | Home Business
The formula for success for any business is to make your customers stick with you. It's a proven fact that the real value of a new customer isn't in the first sale, but in the continued relationship.
Got a Question? Ask.
Ask the community a question about this article:
Frequently Asked Questions
Saying no to customers
By: Patty | 04-06-2008
How do I say no to a customer without losing them as a customer? We manufacture frozen specialty foods & make over 1200 varieties & we are asked each day to produce something slightly different. We say yes to the requests that are feasable, but, about 10% of the time must say no. Some are understanding but, many of them are not and make us feel that we have let them down. Please advise. Thanks!!
Automated customer service
By: ManuelGarcia | 17-11-2007
Hi, I am looking for reliable articles that will give me some information about automated customer service. Can someone pls provide me with a website? Thanks Manuel
Customer service
By: rubyc | 21-10-2007
what is customer service
Give an example of when u had to deal with a ...
By: mayreeder | 23-07-2007
give an example of when u had to deal with a customer that was upset
Can you provide an example of when you provied ...
By: aisha80 | 10-07-2007
can you provide an example of when you provied excellent customer?what was the situation?what did you do and what was the outcome?
Q&A Powered by:
Latest Customer Service Articles
How to Find Great Sushi
By: 10x Marketing | 25/07/2008
Do you need a Japanese translator to find great sushi? No! Just follow these steps to find the best sushi in your area.
Mogul Energy Announces Sea Dragon Energy Inc.‘s Ipo
By: atomxiao | 25/07/2008
The common shares of Mogul Energy are quoted on the OTC Bulletin Board (OTCBB) system under the symbol 'MGUY,' and the Frankfurt Stock Exchange ("FSE") under the symbol 'BKX'. Further information concerning Mogul Energy can be found in the Company's filings with the U.S. Securities and Exchange Commission (http://www.sec.gov).
Forward-Looking Statements:
The common shares of Mogul Energy are quoted on the OTC Bulletin Board (OTCBB) system under the symbol 'MGUY,' and the Frankfurt Stock Exch
The Weighty Burden of Anticipating Customer Needs
By: Kirsty Dunphey | 24/07/2008
Find the way to say yes to your customers, instead of no, don’t or can’t.
Rain Bird Rain Sensor
By: Kathleen Chester | 23/07/2008
The Rain Bird RSD Series Rain Sensor is extremely durable and visually pleasing. It is apt for residential complexes and also for commercial places.
Logo Reference Materials
By: Robert Johnston | 23/07/2008
If you have decided to design your own logo but aren’t sure where to start or if you can’t come up with any ideas, here are some resources that will educate and motivate you.
Learning Forex Trades
By: itmar | 23/07/2008
This article is for the traders who want to make some bucks from forex trading. Before you learn more about forex trading, out of 10 traders 7 persons keep losing money in this market; and the rest work freely from their house and earn millions. Rest 30% might be those with insider news, or those with forex trading skills and knowledge.
Understanding the Nanaimo Real Estate Market
By: Gary Bowen | 23/07/2008
Nanaimo is the real estate market provides exceptional options for investors and residents. Location of Nanaimo is good with its huge appeal for professional, tourists, retirees, artist, tourism associated- business & enthusiasts. They require for authentic property in this city is kept by Nanaimo's status just as gateway of Vancouver Island. The opportunity of eco tourism can't be hyped, with global visitors. Millions of the visitors are drawn to unbelievable power of west coastline beaches.
Preparing Your Home for Sale
By: Gary Bowen | 23/07/2008
The purchase or ownership of a house is a greatest investment that you make in your life. There are many beautiful areas in Nanaimo. Campbell River grows formwork of miners, fishers and foresters. Giant Mountain, beaches & vistas surround it. Campbell River is really astonishing place to work and live. It is a hub for tourism, shopping, arts and industry. Campbell River is a gateway of courage & adventure.
More from Karen Loye Porter
Spa Gift Baskets for Stress Free Gift Giving
By: Karen Loye Porter | 03/11/2007 | Stress Management
In our harried and hectic lives, it's sometimes hard to justify taking time and spending money to treat ourselves to a little pampering. And that's exactly why giving a gift of stress reducing self-indulgence is a perfect gift option for almost any occasion.
Of the millions of gift baskets given each year, spa gift baskets top the list as the most popular of all. It's easy to see why. It's hard to go wrong when offering complimentary R & R to someone special who deserves a little indulgent
How to Spam Proof your Email Marketing
By: Karen Loye Porter | 24/09/2007 | Email
One of the challenges of small business email marketing is getting email delivered. There are several ways that email can end up as Spam, and steering clear of these causes will give your marketing efforts a much greater likelihood of success.
Differentiate your Business to Boost Profits
By: Karen Loye Porter | 24/09/2007 | Small Business
In today’s market a product, service, or business has to be distinctly different from its competitors to thrive. In fact, in most cases you need to differentiate to simply survive. It’s not enough to offer good quality products, friendly service, and fair prices. People already expect those things. It’s how you are truly different that will make your business stand out from the rest.
How to Give a Fabulous Foot Massage
By: Karen Loye Porter | 11/08/2007 | Relationships
A foot massage can be one of life’s little luxuries. And yet, they are too seldom given and enjoyed. The reason why? Few people believe they know how to give a foot massage. No need to be tentative – this article provides the basics of giving a relaxing or sensual foot massage.
Massage Candles - Awesome Options for Couples Massage
By: Karen Loye Porter | 08/07/2007 | Relationships
Massage candles offer a unique alternative to traditional massage oil when used for a sensual couples massage. Offering far more benefits than just candlelight and fragrance, massage candles melt into a rich, warm, and emollient massage oil. These multi-functional candles are an excellent choice to set a romantic mood. lightly scent the air, and provide a luxurious massage oil for couples massage.
Lotion Candles – 6 Scent-sible Buying Tips
By: Karen Loye Porter | 30/05/2007 | Cosmetics
Lotion candles are all the rage. But, not all lotion candles are created equal. Use these 6 buying tips to ensure that your money is well spent and your skin is truly pampered when making your lotion candle choice.
Business 
