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 […]

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.…