Why Should You Encourage Customer Complaints?

Your complaining customers are loyal to you. If they weren’t they wouldn’t come to you with their concerns. They would go to your competition. But they don’t.  They keep communicating (you hear that as “complaining”) with you.

They don’t for two primary reasons:

First, they like you (for some reason or another). They like doing business with you or they like some of the service you give them. Elsewise they wouldn’t keep talking to you…  so far.

Second, no one is meeting this complaining need. If they were, your customers would take their business there (and complain to them instead).

So in reality, your consumers are telling you what they want you to do for them that NO ONE ELSE IS DOING. See, it’s all in the way you view complaints.

Speaking to a business club on this topic I had time for questions. A man stood up and said that he was in the catering business and asked how this principle could be applied to help him re-align his business and marketing strategy. I asked him what his customers complained about the most. He said, “Being on time.” Most caterers in the Atlanta area aren’t known for showing up on time, according to him. I asked him if he could re-align his marketing to answer that complaint.

Later, when the microphone was going around the room for each person to introduce themselves and tell what they do for a living, he told us he is in the “On Time Catering Business.”  It has made a difference.

Complaints are like a warning light on your automobile’s dashboard.  You can view it as a nuisance, or as your car telling you what is wrong and what you need to rush out and fix…or it will quit doing business with you.

Jim Mathis is an international professional speaker and best-selling author of Reinvention Made Easy: Change Your Strategy, Change Your Results.  You may subscribe to his monthly e-zine by sending a message to SUBSCRIBE@jimmathis.com.  An electronic copy will be sent to you each month.

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