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01 Complaints as opportunities > Customer dissatisfaction - Pg. 10

10 Complaint Management Excellence Customer dissatisfaction There are numerous studies around customer complaints. The overriding findings show that only the minority of customers who are dissatisfied do in fact complain. This is often likened to an iceberg: the tip of the iceberg represents those customers who directly voice their concerns to the organ- ization (Figure 1.2). Underneath the waterline are the vast majority of customers who do not complain. F i g u r e 1.2 The complaints iceberg