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Complaints are symptoms

Great quote from Valeria Maltoni:

Complaints are symptoms. Only 2% of the population — or even less — bothers to say something, anything. Which leaves the business with a false picture of what customers experience.

Those few customers that bother to complain are your most valuable assets. They are your early warning sign. You need to take them seriously, because they may be speaking for a mass of unhappy customers.

Remember, silence isn’t satisfaction. Most unhappy customers don’t care enough about you to tell you how to save the relationship. They’re just going to leave you.

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  1. Gail Gardner November 22, 2010 at 3:17 pm #

    It is frequently not much fun being in that 2% that WILL let you know if your product doesn’t work, your links on your site or broken or your shopping cart refused to accept a perfectly valid order. More businesses would do well to welcome feedback from those who take the time to let you know. There is no telling how many sales businesses lose because they ignore people like me (who actually know what they’re talking about when it comes to how Web sites and ecommerce stores work – or don’t).


  1. Complaints will hold you back - November 21, 2010

    […] (But learn to tell which complainers are holding you back, and which are your early-warning signs.) […]

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