Why are complaints good for us?

When things go wrong, customers will complain. That can be good for you and constructive for your organisation. Customer complaints can:

• highlight areas where your systems require updating or improvement
• identify where your procedures are a pain in the neck and need to be revised
• reveal information that is lacking, erroneous or has simply gone out of date
• identify staff who need more training or closer supervision
• help monitor service levels and check consistency between shifts, departments and locations
• get important news straight to the boss's desk
• educate everyone about what customers experience, expect and insist upon receiving
• prevent complacency whether amongst veteran staff or throughout an entire successful organisation
• new problems keep humility high and teammates on their toes

On top of that, complaints also:

• help focus your attention, priorities and budget
• work as a trigger for taking new action, catalysing positive change
• help raise staff morale as changes and improvements are made throughout the organisation
• keep you in touch with emerging trends and changing customer expectations
• present new business opportunities for raising revenue, solving problems and increasing value t customers
• provide competitive intelligence, letting you know what others in your industry are doing that you are not
• indicate which customers are willing to speak up. These people can be invited to participate in customer focus groups, beta-tests and on-site visits
• give you case studies and needed content for your in-house training programs
• provide dynamic feedback for you to publish, with your replies and action steps, inside your company newsletters

Most of all, complaints give you an opportunity to reply, respond and win back customer loyalty. Most upset customers just walk away and complain about you to their friends and colleagues. The few who speak up are giving you another chance! Take it! Accept it! Drive on it!