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The emotional and economic cost of compl... > The emotional and economic cost of c... - Pg. 41

What People Look for When they Complain 41 helping me and I eventually escalated my complaint to the area manager. My level of frustration and annoyance increased steadily each day. One of the key behaviours I wanted was for the company to be interested in my complaint and to take any expression of dissatisfaction seriously. Research shows this is true for many other customers. the emotional and economic cost of complaints Every time customers complain, they incur two costs: both the economic cost of complaining and the emotional cost. From an economic perspective, customers invest time and effort in having to complain. In certain circumstances they also incur costs. In addition, when things go wrong for the customer there is the emotional cost that the situation evokes. Typically a complaint provokes distress and inconveni- ence. The emotions that this evokes in the customer could be, for example, disappointment, annoyance and frustration. If the customer's complaint is very serious or if the complaint is not dealt with well, this can also provoke anger. Often the customer's emotional state can cloud the rational way in which they deal with the company that caused them to complain. For example, with my garage, the more the people I spoke to did not take my complaint seriously, the more incensed I became about the situation and the more determined I was to have the garage put things right. Companies that do not recognize the emotional cost of complaining and fail to train their staff to recognize it run the risk of resolving an issue with a customer, but not engendering loyalty. Loyalty is an emotional connection that we have with a person or a busi- ness. From a psychological perspective, loyalty is also about trust. Difficult situations test trust and tell us much about the quality and nature of our bond with the organization. When a business goes out of its way to under- stand the customer's situation and put things right when things have gone wrong, it makes customers trust them more, and as a consequence feel more loyal.