In this chapter I look at:
• why customers do not always complain;
• ways to encourage people to complain;
• making best use of social media;
• the regulatory environment.
Like the previous chapter, this one ends with a check list that allows you to assess your organization’s strengths and weaknesses in this area.
As we have seen in the previous chapter, people who do complain to an organization are giving it the chance to put things right. However, we have also seen that many people do not complain directly to a service provider but tell other people of their bad experience, either in person or online.
Logic says that if an organization can encourage ...