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Using Customer Complaints to Improve Processes

Most customers who are unhappy never file customer complaints. This is bad news for businesses.

Posted by Katie Yahnke on June 7th, 2019

Every company has at least some customer complaints. It would be difficult for a business to please every single customer and do it on every occasion.

But there is more to it than that and what a business does with those unhappy customers is going to make all the difference. The problem is that many businesses do not even realize their customers are unhappy to begin with.

Once your unsatisfied customers start to file formal complaints, it’s your job to find a resolution. Download this eBook to learn how to Manage Complaints Effectively with Case Management Software.


Getting Customer Complaints

While it may seem that most customers would readily let your company know that they are unhappy about something, that’s not always the case.

In fact, most customers who are unhappy never file customer complaints to let the business know what’s wrong. They just simply stop doing business with them. When that happens, you can’t make changes that can lead to better service and an atmosphere that maintains customers.

Here are a few things to keep in mind when it comes to obtaining and using customer feedback in order to improve your processes:


Ask Them

Rather than wait and notice your customers are gone, ask people if they are happy with the service they are getting at your business. Conduct a survey, ask for feedback, or while chatting with them ask if there is anything you can do to improve their experience.


Notice Patterns

As you get the feedback there may be patterns where several have the same customer complaints. That should be a red flag that something is wrong in that area and needs to be addressed.


Make Changes

Trying to make changes in order to keep customers happy is just good business. Take customer complaints and see what you can do to improve on their experience. When they see you trying to resolve the issues they will be likely to appreciate that you care enough to take action.



One of the most important things to remember is to communicate. Customers need to know that you are listening to them, you care about the issues, and that you are trying to resolve any problems. If there is no communication they may feel you don’t care.


Use Customer Feedback to Take Action

According to Dan Kennedy, a marketing consultant, speaker and best-selling author, 14 per cent of customers leave your business because they are not satisfied with the product or service. But 68 per cent of those who leave do so because they feel unappreciated by the company.

Yet research by TARP shows that 70 per cent of unhappy customers will do business with you again if they feel you have resolved their customer complaints.

Again, it comes down to using their feedback in order to take action. It doesn’t do much good to get the feedback if nothing is going to be done to rectify the issue.

Customers don’t want to have to go elsewhere to do business. But if they feel they are not being listened to or that your company doesn’t value them they will leave.

Some may give you feedback on the way out, but most will simply stop doing business with you. Many will tell their friends. Getting the feedback issue right is going to save you a lot of time and money, and help you keep your customers.

Katie Yahnke
Katie Yahnke

Marketing Writer

Katie is a former marketing writer at i-Sight. She writes on topics that range from fraud, corporate security and workplace investigations to corporate culture, ethics and compliance.

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