Companies, stop striving for zero complaints

“Most companies spend half of their revenue attracting new customers,” Dr. Barlow revealed. “But retaining even just 5% of your customers can lead to up to 95% profit increase.”

Turning critics into advocates

So what can businesses do in face of complaints? Dr. Barlow suggests three power tools that will turn even the worst critics into staunch advocates.

First, widen your customers’ tolerance zone. “When customers feel understood and valued, they are far more forgiving,” Dr. Barlow explained. A little friendliness and empathy go a long way in easing tensions and getting customers on your side. Instead of reacting defensively, aim to create an environment where your customers feel heard.

Next, speed. “Above all, what customers want from service is responsiveness,” Dr. Barlow emphasized. Quick resolutions show that you value their time and concerns. When you act swiftly, you not only diffuse anger but also demonstrate your company’s commitment to resolving problems.

Big data can speed up resolution. “Access to every data point can address the root cause of customer complaints and understand them beyond face value.”