Logically we know when customers complain, they’re giving us useful information. But emotionally we don’t like to hear it. Especially since some customers tend to be a little rough about how they deliver their feedback. And employees get tired of getting beat up by customers, knowing nothing will be done to prevent future complaints of the same kind.
But Frank’s boss (above) got it wrong. And though we know it, and Frank seems to get it, there are still many companies that act like Frank’s boss. They think the solution to complaints is to make it difficult for customers to make them.
If you want more loyal customers, it’s easy. Be the opposite of Frank’s boss. Engage your customers more. Make it easy and convenient for them to give you feedback. You’ll see amazing results faster than you can say ‘customer attrition’.