Assuming your customers are happy and/or satisfied doing business with you is a dangerous underestimation. Whether the assumption is a result of customer passiveness, a poorly designed complaint portal, or another, we must address the fact that a low customer complaint rate doesn’t mean your customers are happy. In fact, Lee Research states that for each customer complaint, there are on average 26 other unhappy customers who remain silent. Remain unhappily silent. And, when you think about the 96% of unhappy customers that never complain, businesses are missing out on tremendous opportunities for growth and improvement.
Though, not all businesses operate under the same philosophy when it comes to the customer experience, and it’s still surprising how some businesses (small to large) continue to ignore, or (worse) have no clue about, how their customers feel about their brand. According to Harvard Management Update, while 80% of businesses feel they deliver superior customer experiences, only 8% of their customers agree. Essentially, it really doesn’t matter if your customer complaint rate is high or low. What matters is your business’ awareness of how your customers feel and if you’re doing everything possible to ensure they’re happy doing business with you.