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“Silence Isn’t Always Good”

Direct feedback via social media, fortunately or unfortunately, is a common phenomenon. It is not just possible, but companies actively encourage it. You may satisfy the loud complainers of your customers who’ve gotten your attention, but the quiet ones may be struggling with diminishing patience.

Customer complaints

Yet, the proportion of customers that will go to the effort of lodging a complaint directly is still massively lower than the total number who are dissatisfied. Same way, the people who know about the Right to Information Act are many. Yet, hardly anyone uses the power! This does not mean that the won’t complain to other customers. In fact the reality is quite the opposite.

For example, if you face a bad experience in a restaurant, how many people would you tell about it? On average you would tell 10 people about your experience. In turn, these 10 people may then tell a further 5 people. This means that a total of 50 people will have heard about your bad experience.

What’s even more frightening, however, is that if we work on the basis that only one out of every ten dissatisfied customers will register a complaint directly with the business in question, then for every formal complaint received by the business, 500 people will have heard about its customers’ problems!

Customers very rarely complain to the service/ product provider. Instead they will tell their friends, who will in turn tell their friends, creating a pyramid of dissatisfaction. The good news is that this is not a problem without a solution. Equally, the solution is something that can be achieved by large and small businesses alike. Essentially all you have to do is ask your customers what they think of you.

Not every organization is brave enough to ask an honest opinion from the customer. The company has to be prepared to take the feedback in an efficient manner and act on it. Thus, they are able to put improvements in place for the future.

A customer satisfaction (CSAT) survey will not only give you a benchmark of present, but also will enable you to highlight your future priorities. Thus, a company can channelize its energies into those areas that are of the highest importance to its customers. Ultimately, you can’t manage what you don’t quantify.


The key to the success of your business is held by your customers. Only by understanding them better will you be able to unlock your business’s future potential. Measuring customer satisfaction is only the first step of course. It’s what you do with the findings that will make the real difference. By turning the insight into action, in other words, by making the necessary changes that will improve the satisfaction of your customers your business could benefit from:

Improved customer retention

Increased sales as satisfied customers tend to buy more often and a wider range. High control over your customers is when you understand your customers better. To understand the customers, your listening skills are the most important. It makes your customers happy and the unhappy ones give honest feedback through which the company is able to come up with ways to improve (and implement them) in the future.

The world’s best companies are aware of its limitations and strengths. They realize that the iceberg is large and unforgiving. Look deep, look often, and never stop chipping away.

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