Customer Complaints: Learning to Love Your Angry Customers

Learning to love your angry customers—what? Most companies view customer complaints as a negative, perhaps as an annoying part of their business that needs additional resources to attend to and fix. But companies that handle complaints well actually create stronger customer loyalty. And those companies that take complaints to heart, when warranted strategically, continually develop more competitive products and services in the marketplace. So, complaints can and should be viewed as a positive! Unfortunately, many (or most) dissatisfied customers choose not to complain at all and this lack of complaining has negative long-term performance consequences for companies.