Customer complaints

Strategic perspective

Customer perspective

Key performance question this indicator helps to answer

To what extent are we satisfying our customers?

Why is this indicator important?

Customers that complain are patently unhappy with some aspect of a product or service. Moreover, they can cause significant damage to an organisation’s reputation and ability to attract new customers. A study by TARP Research as far back as 1999 uncovered the fact that on average an unhappy customer will tell 10 people about their experience. In turn, these 10 people will tell a further five people, meaning that a total of 60 people will have heard of this bad experience. TARP’s findings have been supported by innumerable other research ...

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