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298 Part V: Winning and Keeping Customers

Why customers don’t complain

The Direct Selling Educational Foundation reports that for every complaint
received, the average business has another 26 customers with problems — at
least six of which are serious. Here’s why disgruntled customers stay mum:

ߜ They don’t think that anyone in the company cares.
ߜ They don’t know where to register their dissatisfaction.
ߜ They’re embarrassed to say anything because they know the owner.

You can’t fix it if you can’t hear it.

Encouraging input

Invite customer comments and study them well:

ߜ Talk with current customers. Learn their opinions and their ideas about
how you could better be of service. Watch for unstated clues to dissatis-
faction (see following section).

ߜ Talk with past customers to learn why they left, where they took their
business, and what differences they were seeking.

ߜ Talk with employees. Ask what kinds of concerns they’re hearing. What
needs do they sense? What do customers ask for that you aren’t currently
delivering?

ߜ Create a dialogue.
• Opt for ongoing conversation rather than a one-time survey.
• Don’t assume that you understand the concern. Give customers
the chance to explain themselves fully.
• Respond to input promptly.
• Show appreciation for input. When changes result, tell your cus-
tomer and offer your thanks for the idea. If a change is in the works,
explain your plan and listen for further input.

Reading unstated customer
clues to dissatisfaction

Many customers consider small business owners and employees their friends.
For that reason they hesitate to complain, criticize, or directly share service
complaints.