CHAPTER TWO
How We Tell Customers Not to Complain
The 2020 National Customer Rage Study showed a jump in complaints of 34 percent as compared to the benchmark 1976 White House study. Does this mean customers are complaining more, or do they face more service failures and just don’t report them? John Goodman, the driving force behind many major complaint studies, said complaints about problems are declining, even when serious problems are faced. Goodman believes this is due to trained hopelessness: “The customer has been trained by the system to accept problems as a general business practice—with the prospect of no change, why bother complaining?” ...
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