The more customers you have, the more complaints you'll probably get – it’s just the law of averages – but if complaints are handled well, the outcome can be as powerful as a sales drive.

Equally, if your critics take time and trouble to complain and then meet a brick wall, dissatisfaction will double at the expense of your reputation.

Every grievance is a source of information about a product, service or process and carries valuable feedback to help you improve. Each complaint is a second chance to convince that customer of your worth.

Following up complaints will positively endorse your commitment to customer care: you didn't just care enough to listen – you cared enough to check that your customer felt listened to.

People usually become more objective when they talk to a neutral. We can engage with the customer as soon as your organisation has dealt with their complaint or as soon as you think it’s been dealt with ... which isn’t always the same thing.

If customers get the chance to talk to someone - not an electronic voice or a tick box – the complaints procedure can become a positive exercise.

We can then analyse the feedback and help to turn your doubters into believers.