Every company deals with bad customers. People complain because they want something for free, because they had a bad day, or because they just feel like it. However, not all complaints are created equal, and not all customers who complain are bad.
As Bill Gates said in his book “Business @ the Speed of Thought,” “Your most unhappy customers are your greatest source of learning.” The majority of unhappy customers don’t enjoy being unhappy: Something about the company, product, or customer service experience made them that way. By listening to the valid grievances of these customers, businesses can identify their shortcomings and turn unhappy shoppers into satisfied brand advocates.