Customer complaints are normally what business owners hate and avoid in their business. However, what business owners don’t realise is that customer complaints can bring benefits to your business. It may be the most overlooked, but encouraging your customers to complain is actually a good way to build your brand! Knowing how to handle customer complaints is also a part of your business innovation process.
Well, it sounds counter-intuitive, but the best brands recognise they not only want, but need their customers to complain. It’s the primary means of finding out how to make your services or products better. Moreover, that’s what will strengthen your brand equity in the marketplace and ultimately grow your business.
There are a number of ways your business can leverage from customer complaints. Make it as easy as possible for your customers to complain by making sure that all possible complaint platforms such as letter, via website, etc are available. Think about all the possible ways your customers might want to complain.
Secondly, place an online complaint or ‘contact’ form on your website, and make it easy for customers to find it in your navigation structure. If they have to search for how to complain, you’ve just created yet another complaint!
Then, designate someone to track incoming complaints and watch for trends. This is how you know what needs to change to take better care of your customers and avoid damaging your brand.
Read more about customer complaint right here: http://www.business.vic.gov.au/disputes-disasters-and-succession-planning/dispute-resolution/solve-customer-complaints