Companies, stop striving for zero complaints

“We want zero complaints,” says every company in the world. But what if complaints are the secret competitive advantage your business needs?

“Complaints offer an intimate way of understanding your business through the eyes of your customers,” Dr. Janelle Barlow, President of All Out Performance and author of A Complaint is a Gift, said during her talk, Turning Critics into Advocates hosted by Management Strategies on September 23, 2024, at Discovery Primea, Makati.

The event explored a radical idea: complaints can be your greatest source of insight and revenue, if only companies dared to listen.

And listen they did. Senior management who attended the event came from private foundations, telecommunications, finance, real estate and hospitality industries.

Silence is worse

If complaints aren’t bad news for companies, why don’t more customers speak up?

Many don’t think anything will get done, or the situation could worsen further. Dr. Barlow shared an anecdote about people being afraid to complain to their doctors, worrying that voicing their concerns might lead to worse treatment.