Branding Strategies for Success (Collection)

Truth 15. Customer complaints are a treasure

Brand managers, on the whole, are terrified of customer complaints. Companies measure customer satisfaction, and declines in customer satisfaction are strikes against a brand manager. Year-end reviews often include an assessment of brand likeability and, therefore, include complaints. However, a customer complaint is an opportunity to really understand what matters to the customer and to get a deeper understanding of the target audience.

A customer complaint is an opportunity to really understand what matters to the customer and to get a deeper understanding of the target audience.

Companies often promote the message that "the customer is always right." You have heard that before, but do the ...