If you fear receiving customer complaints and either ignore them or respond defensively, then you are missing a great opportunity. Ken Evoy explains why customer complaints should be regarded as a valuable gift. My responses to these two letters illustrate why I believe that negative feedback is always at least 10 times more useful than positive feedback.
People love to give praise.
Customers should simply not experience problems. Obviously, you can't cover all the possible glitches. You have to decide whether this customer might be relecting a common thought. You can hurt yourself making changes to suit the tastes of a single respondent. First, these are only two complaints that we have had to date.