The Upside of Customer Complaints Customer complaints can actually be one of your best ways to strengthen customer relationships—if they’re handled correctly. Even though a customer may be dissatisfied at first, 95% will return if the problem is resolved on the spot, according to Dick Ruhe, Ph.D., of Ken Blanchard Companies, a training and consulting firm in Escondido, Calif. “This speaks to the fact that if you have information about a customer’s problem, he’ll wind up more loyal if you fix it right away. Not that you want things to go wrong, but it’s a phenomenal opportunity if you find out about it.” Ruhe’s clients include Williams-Sonoma, Microsoft, America Online, Merck, and a wide range of retailers. If a problem isn’t fixed immediately, only 70% of customers will return, Ruhe finds. If the problem is not resolved at all, 90% won’t come back. These disgrun

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