Recent research in the United States suggests that unhappy clients don’t complain. In fact, it found that only 4% of unhappy clients complain. This indicates that even if you have only a small number of complaints – it is likely that you have a much higher number of unhappy clients.
The same research found that of the unhappy customers who don’t complain, 91% will simply leave and never come back. This may seem counterintuitive. Most businesspeople tend to record the number of complaints and use this as a measure of customer satisfaction. The truth is, the fact that consumers don’t complain does not mean that they are satisfied.
Further, and also counterintuitive, is the finding that people who complain often like the brand they are complaining about. Recent research examining online complaints found that it was people who were most engaged and passionate about a brand that complained the most. People who were not engaged didn’t bother. The complaints lodged by those most passionate about the brand were designed to improve what was already liked or even loved.
This finding puts further doubt on the validity of using complaints to measure customer satisfaction. The number of complaints is an underestimate of those who are unhappy. Further, complaints may not be lodged by people who are unhappy.
Don’t rely on customer complaints as a measure of satisfaction. Directly measure customer satisfaction and seek to understand the nature or motivation behind complaints more completely.
Extract from – HOW YOUR INTUITION IS FAILING YOU – READ MORE
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