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Feedback in Business

Why an Unhappy “Customer” Can Be Your Best Friend

Feedback is critical to an effective business. Customer service studies indicate that dissatisfied cutomers tell, on average, eleven other people about a bad service experience. Almost a quarter of unhappy customers tell 20 or more people. Studies also show that it costs five times as much to gain a new customer than it does to keep an existing one.

Another interesting fact is that most dissatisfied customers who receive some “adjustment” from the business do come back. The most dangerous situation is to have unhappy customers not tell the company of their dissatisfaction. In a sense, an unhappy customer is a company’s best friend if the company gets feedback. Because of this, enlightened companies go to great lengths to make it easy for customers to complain.


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