Complaints anybody?

"Handling customer complaints is one of the essential pillars of customer service and customer retention. However, it's just smart business to try to understand WHY customers complain, so you can PREVENT complaints from happening in the first place. Understanding why customers complain, and addressing concerns before they happen saves time, and reduces the incidence of angry customers."
Robert Warlow

"When the customer pays for a product or service, it is assumed that the product will work correctly or that the service received is as promised. Ideally, the customer will be satisfied, and there will be no complaints."
The School Of Champions

Customers who complain are not difficult customers, it has been proven that such customers;
1. They Are mostly loyal and sincere
2. They care about the service they receive
3. They want to continue to support your business
4. They want you to set things right

You should treasure such customers. They are customers who will want to RETURN to you. If possible, you should even try to ENCOURAGE customers to complain and give feedback. This is much better than having customers dissatisfied and then leaving you forever without telling you what went wrong and giving you a second chance to make up for it.

Another way in which complains may help you is displayed in the below figure 3 (To improve your services and staff service skills)