(2 minute read)

“Customer Service should not be a department – it should be the entire organisation!”

Tony Hsieh – CEO Zappo’s

That so many individuals and companies get customer service wrong is almost unforgivable in the modern era. Yet, it continues to permeate our lives.

When consumers needs and expectations aren’t met, it’s not like they’ll tell the individuals (salesperson, representative, etc.) at the point of engagement. This would be a better outcome for all – considering the reality.

In fact, research by business advisor, Esteban Kolsky, uncovered that only 1 in 25 customers will raise their concern/complaint at the point of engagement. The rest will either say nothing or share it later with a wider audience.

This ‘wider audience’ has implications for the business or vendor. Kolsky’s research identified that approximately 12-15% of unsatisfied customers will on-share their negative customer experience with as many as 15 or more people. (Do the math on that!)

More than 90% of customers who are dissatisfied with your product will never complain; they’ll simply leave.’ (SmallBiz Report. June 2023)

In addition to being proactive to the needs of consumers, it’s becoming more important for businesses of all sizes to record and analyse any customer concerns.  

How to analyse customer concerns.

If/when you receive a complaint, the first step is to analyse it.

Complaint analysis can be used to record, categorise, and address customer complaints.

When a customer makes a complaint, they’re usually voicing a concern in relation to your product or service. (Remember, this is better than them not sharing their concern, then leaving to broadcast this to a wider audience – over which you have no control).

Steps/questions to incorporate into your customer concern process.

  • Has this happened before?
  • Have the concerns been recorded?
  • How often does the same concern arise?
  • Has the same customer reported this previously?

Addressing these questions, allows you to take the initial and necessary steps required to prevent them from occurring again.


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