Hot Tip - The Impact Of Complaints On Customer Lifetime

One of our international customers (one of the world's leading companies) has found that at any time, 17% of your customers would like to complain to your telephone staff but don't actually do so.

• In fact, only 6% of them bother.

Our client found that even if you can't resolve the issue to your customer's complete satisfaction but can demonstrate that you've made every effort to do so, they are likely to remain a customer 24% longer.

It seems that trying really hard to help a call centre customer develops better loyalty.

The message here is that we should help our telephone staff to celebrate every complaint call they handle because it will have a major impact on customer loyalty. Instead of fearing complaints, maybe we should provide incentives to encourage agents to deal with them.

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