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02 Encouraging dissatisfied customers to... > Why customers do not complain - Pg. 22

22 Complaint Management Excellence However, first the organization needs to understand why customers do not always complain. Why customers do not complain A recent survey conducted in the UK by my company, The Stairway Consultancy, found that there were four main reasons why customers who were dissatisfied with a product or service they had received did not com- plain to the organization concerned. Figure 2.1 illustrates these four factors: Customers did not think anything would happen as a result of complaining. Complaining was too much hassle. Customers found it difficult to reach the right department. They did not have time to complain. The fact that one in two dissatisfied customers who did not complain were