Complaining Customers Are Good For Business
Copyright 2003 Bob Leduc
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.
It's human nature to avoid unpleasant experiences like customer complaints. Nobody
likes bad news. But uncovering customer complaints and satisfying them can give you
a powerful competitive advantage.
Why You Want To Hear Customer Complaints
Dissatisfied customers or clients can do one of four things:
1. Remain silent
2. Complain to a legal or public agency
3. Complain to friends and anybody else who will listen
4. Complain to you
Which choice would you like them to make? The best choice may surprise you.
You certainly don't want them to complain to a legal or public agency. And you
definitely don't want them to complain to their friends and associates. Imagine how
much business that can cost you.
Remaining silent may seem like the best choice. But it's not, for two reasons. First,
because it really won't happen. It's human nature for people to talk about their
experiences ...especially experiences involving emotions like those generated by an
unsatisfactory business transaction.
The other reason you don't want a dissatisfied customer to remain silent is because
it deprives you of the chance to correct the problem and save your relationship with
your customer. The best choice is to have your unhappy customer complain to you.
Complaining Customers Are Doing You A Favor
Customers or clients who take the time and trouble to complain are helping you grow
your business. They're giving you the opportunity to resolve their problem and keep
them as a customer. They're also alerting you to a problem that may be costing you
business from other prospects and customers without your knowledge.
This applies to every business - including independent distributors for network
marketing companies. If the problem is in your area of responsibility you can correct
it. If the problem is with your company's product or system you can advise them and
ask them to correct it.
You can also reduce the impact of a company problem on your operation by telling your
distributors about it and letting them know the company is taking corrective action.
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