Why should businesses welcome customer complaints? That’s not a trick or rhetorical question; it is instead a question that all businesses need to take a closer look at answering. Most complaining customers handle their complaints by angrily walking away, never seeking to get a resolution to the problem and probably never stepping foot into that place of business again, but they share this bit of negative information with any and everyone that will listen to them complain. When in fact store personnel should have been falling over each other to get to the customer, investigate the situation and do whatever they can to ensure that that customer leaves their place of business a repeat customer. Why, because “the data they provide make improvement possible. Their feedback gives you end-user validation of your processes and procedures, your product lines and service levels,” says Craig Harrison. And I whole heartedly agree! Businesses should welcome the opportunity to get it right and give a different and better impression.
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