Most businesses in the 21st Century understand that customer/client complaints are a valuable source of information. Very few or no customer/client would come and sit down with you (the business owner) to tell you what you should and shouldn't do; some people would actually think it is over stepping.
Complaints are a better way to collect direct feedback from your customers/clients, however sometimes Unhappy Customers/Clients don't complain and in this article I write about some of the reasons why.
1. You never asked them for feedback. Sometimes we think the customer/client should initiate the feedback about their shopping experience with you however, how about you ask them first. A simple question like, "did you find everything on your shopping list with us?"
2. They believe you don't care or there is no point. If a customer complained once and didn't see it worked upon, they are pushed to believe that you actually don't care or there is no point in their complaints.
3. They are afraid of the possible outcome. Sometimes customer complaints are addressed in a rather radical way which makes the complainant afraid of the outcome. For example if a customer complained about the rude attitude of an attendant, the attendant could lose their job.
4. They simply don't want to bother. Sometimes the things that affect your clients or customers are known to you because you are your first client; if these are not addressed at this level then some unhappy clients won't even bother to complain.
Listening to these issues and acting upon customer feedback improves the customer's experience with you.