Can Customer Complaints Lead to Opportunity?

Jun.21.2017 Business Resources

It costs 5-6 times more to win a new customer than to retain an existing one. Imagine the potential financial and relational gains to be made by taking a proactive approach to turn customer complaints into a source of success!

As a leader, you must model and promote the notion of valuing complaints and gathering input from unhappy customers. For the change to stick, we must train our team and condense our approach into a simple step-by-step process that all employees know and can use. Consider applying the five “As” in your approach:




Since we’ve all experienced poor service, put yourself in the customer’s shoes by vividly recalling a recent personal incident. If the representative of the company had dealt with you as we’ve just suggested, how do you think you would have responded?

We can’t resolve every customer complaint, but simply driving improvement in this key area will make a huge difference. Our goal should be to retain our good customers as lifetime partners by treating them right.

Considering C12 Membership? Start the conversation today.