The customer is always right. Attributed to Harry Gordon Selfridge, among other prominent retailers of the early 1900s, this maxim has encouraged generations of businesses to grit their teeth and try to hold on to every last client, at practically any cost.
But is this really the most effective approach? After all, the slightly unpalatable truth is that most shoppers attracted by a company will not become loyal customers and/or long-term brand advocates. In fact, 91% of consumers who become dissatisfied with a product or service they receive from a company will simply stop buying them from it, rather than complain, according to research by 1st Financial Training Services.
First things first, it is good business to address complaints – and as quickly as possible.