- Most dissatisfied customers do not complain to us – probably only 4-5 percent bother. One estimate is that for every single customer who brings us a complaint, another 26 probably also have problems. Six of which are like to be serious, and do not complain to us. The silent majority defect to a competitor, or put up with us being bad and defect.
- Dissatisfied customers tell everyone except us. In consumer markets the estimate is that the disgruntled customer tells about 14 others.
- Dissatisfied customers buy less – and seem to do their best to get other to buy less as well
- Typically the cost of complaint resolution is 10-25 percent of the cost of finding a new customer
- When complaints are resolved satisfactorily these customers tend to be more than those who never experienced a problem in the first place.
But why do so many customers not complain:
- They did not think it would make any difference
- They did not think it was worth their time and effort
- They did not know what they had to do to get help
- They never got round to it
Doyle, Peter (2002), Marketing Management and Strategy, 3rd Ed., Hamel Hempstead: FT – Prentice Hall.
Walther, George, R. (1194), Upside-down marketing,
Barley, Peter (1994), ‘Looking for Trouble’, Marketing Business, September, pp. 21-24.