Complaints and compliments are an essential part of a business. There is always room for improvement and there is always a need to recognise the moments that necessitate repetition.

When it comes to complaints vs. compliments, there should always be a balance. You should start to worry if you’re not receiving either, as this could mean you’re operating something average.

If everything is average about your business, customers will be less inclined to complain or compliment because nothing in the customer journey irritates or impresses them enough to take the time to say something.

Many businesses like to receive complaints, because it’s a way to improve customer service and help develop their staff. The same applies to compliments, it’s a great way to learn what impresses customers and to make sure your business keeps doing just that.

There are various ways you can learn more about the customer process and how to find the stages or the single moment that leads to critical mass i.e. the need to complain or leave.

Market research offers options such as mystery shopping to view the customer experience through the eyes of the consumer, from entering a business, the aesthetics of the location, interacting with staff and transacting.

Customer surveys are also an effective tool for learning more about how a customer thinks each stage of the customer journey can be improved or which parts impressed them the most.

No matter how well your business is doing, there is always room for improvement and there are many opportunities to create an experience and learn more about your customers.

Article by: Mike Metelerkamp of www.clandestine.co.za. Clandestine Marketing is a market research company in Cape Town that specialised in mystery shopping and consumer insights.