If our policy is not just to welcome complaints but actively encourage them, then we have to be experts on handling them so we can turn them into ‘wow’ moments of truth to use as opportunities to build customer loyalty. We know that for many reasons most customers don’t complain – it can make them feel bad and puts them at the wrong end of the emotional scale. Think about it as if you were the customer. Firstly, you have a complaint which must mean you are not happy about something. You could be anywhere on the emotional scale from mildly irritated to extremely angry, and complaining only makes it worse. You can now add embarrassment or even ...
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