QUESTION 52
WHAT’S THE BEST WAY TO RESPOND TO CUSTOMER COMPLAINTS?
Why it’s important: Customers aren’t always right. But that doesn’t stop them taking their custom elsewhere if you fail to deal adequately with their complaints.
Organisations fight hard to win new customers and then throw them away over a piffling little thing. Years ago I bought a car from a British manufacturer. Within two years it started to rust around the aerial. They refused to repair it under the warranty and I responded by using my influence to stop friends and any organisation I worked for buying their cars. That £200 repair ended up costing them big time. We can calculate the future cash flows (see Question 69) from a satisfied customer but we have no idea how costly ...
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