Provide a vehicle for customers to voice concerns. This may be as simple as empowering front-line personnel to take down complaints or providing comment cards in a waiting area. Once a customer complains, it is vital that the problem is corrected to the customer's satisfaction. Use all customer feedback to evaluate processes. Using information from several sources will provide a more complete picture of a company's strengths and weaknesses.
All businesses recognize the value of a happy customer.
However, when a company steps back and looks at the information that complaining customers provide, it can see the importance of responding to complaining customers and using their information to make positive changes.