A discussion about business and marketing communications (or marcom).

Many times as business owners, we balk at complaining customers and fell to realize that the complaints from customers can help the business improve its sales by correcting the problem that caused the complaint in the first place, meeting the need and satisfying the customer, which results in customer retention and loyalty.  It all depends on the way you view the complaint.  You remember how some people look at the glass half empty and others half full, well both accounts are incorrect because, the glass is full.  It is full with one part water and the other part air.  Consider your complaining customer is doing you a favor.