It can often feel like your complaints from customers are from the whinging minority who are never happy.
On the contrary, our clients find that most of their complaining customers are their most loyal customers and advocates.
They are complaining because they genuinely want to help you resolve the issues that are causing them dissatisfaction as well as getting resolution for themselves. It is that keen sense of loyalty towards you and the desire to feel confident recommending you to others that drives them to invest the time and effort in making a complaint.
What they need (and expect) in return is that you listen, that you resolve the issue and that the resolution is visible/tangible to them.
Drawing your team’s attention to the fact that loyalty frequently drives complaints (they are not dealing with just the whingeing minority), fundamentally changes the way they respond and consequently the complaints experience that customer has.