No business is perfect. Mistakes will be made, errors will occur. It will happen, and it sometimes happens a lot.

* 4% of dissatisfied customers complain. * 91% of dissatisfied customers will not do business with you again. * 80% of dissatisfied customers tell 10 people. * 20% of dissatisfied customers tell 20 people.

Think about that. If your business receives 4 complaints per year you have probably had 100 dissatisfied customers!

Those dissatisfied customers have told hundreds of others.

So then why should you love complaining customers?

Because they are the ones telling you where you are going wrong so you can improve and become a better, more profitable business.

Because complaining customers give you a chance to win a 'new' customer (95% of dissatisfied customers will do business with you again if you resolve the complaint in their favour on the spot).

Seeking out and identifying customer complaints is one of the most profitable activities that a business can engage in. When a customer complains they are actually giving you an opportunity to keep their business - business you would otherwise have lost.

And that's the beauty of it. If you are dealing with your complaints properly, and actively seeking and welcoming complaints, then word soon gets around.

Complaining customers can become your best customers

Customers then feel more comfortable to complain and you then get the opportunity to:

* Reduce the number of dissatisfied customers, * Keep their business, * Strengthen the relationship, and * Exceed their expectations.

Quickly fixed complaints can have the wonderful effect of increasing customer loyalty that would have been achieved if it had never occurred. And that's because the customer remembers that extra touch that (hopefully) you provided.

Remember, the more complaints you hear about equals the more complaints you can effectively deal with. That means more business you can generate from these customers that you wouldn't have otherwise received.

And the more complaints you are hearing about and dealing with means a lesser number of dissatisfied customers talking about their bad experiences with your business.

Don't think of what it will cost to fix a complaint. Think of what it will cost if you don't fix it.

What to do when the customers complains

1. Reward them for complaining

2. Listen to the complaint "Please tell me exactly how we are failing you."

3. Find out how the customer wants it fixed - "Now, how can we make things right?"

4. Thank them - "Thanks for bringing this problem to our attention. We appreciate this greatly because we are committed to providing the best widgets possible."

5. Apologise - "I'm sorry that the quality of the widgets has not been to our usual standard."

6. Offer a solution"How about we deliver free replacement widgets immediately. We will of course refund the full purchase price of the widgets. Is that acceptable to you?"

7. Get agreement - "Good, I'll have them delivered to your business within the hour."

8. Fix their problem - Deliver the widgets (and refund) within the hour.

9. Make a follow up call - "I'm calling to make sure that the widgets arrived and that they are the correct size. Were you happy with the way we have handled this problem sir?"

Pretty easy stuff. Do it and your business will reap the rewards.