How would you like to never receive a sp^am complaint again?

Customer complaints can cause you to lose future sales from customers and from everybody else who hears about their bad experience. Or you can turn customer complaints into more sales from these same customers and the people they influence. How you handle your customers’ complaints determines which of these two results you get.

Remember the Coca Cola marketing disaster a few years ago? They tried to switch Coke drinkers to New Coke. It didn’t work. Fortunately, the company quickly recognized the problem and had the resources to recover fast. Their follow up research revealed that only 1 unhappy customer in 50 takes time to complain. The other 49 just quietly switch brands.