Great post on Seth’s blog about how customer feedback should be one of the key drivers that help shape businesses’ offerings. And complaints should really be the start of a conversation that should end with the customer feeling encouraged and satisfied. It’s excellent advice and an excellent way to build a relationship with your customer base.
Unfortunately too many people tend to become defensive in when confronted by a disgruntled customer. They try to explain away the issue while at the end of the say, all the customer wants if reassurance that their purchase decision was a correct one. Customers need validation as we all do, and when they are disappointed with a purchase they are vulnerable and require assurance to ensure they don’t defect to an alternative supplier.
I really need to get round to buying one of Seth’s books. They’ve been on my recommended reading for ages now. I’ll probably get round to it after my exams in June.