Are complaints important? When surveyed, 300 sales reps said their most important activity after selling was complaint handling. Remember, it costs five times as much to gain a new customer as it does to keep an existing one. Of course, complaints are important. They not only cut into profits but you may lose clients as well. Bad news travels fast. More than 90% of unhappy customers do not complain to the store. Instead, they relate their complaints only to other potential customers.
A good beginning means more profits. So please follow a few simple rules. Here are nine of them: