While most companies have some mechanism in place to allow customer complaints to be heard, a shockingly few customers with a gripe fail to alert the business. In fact, studies show only 5% of customers with a problem actually submit their issue.

This is concerning for three reasons.

• One, customers who have issues that are not addressed, simply forgo spending their money with you.
• Two, if you are not aware of the issue, you are unlikely to correct it.
• Finally, customers who have their complaints resolved in a satisfactory manner, spend more money with your business and are more loyal, than customers who have never had an issue at all.

Therefore, it is important for companies to be more proactive in soliciting customer complaints to address deficiencies and develop a more satisfied and loyal customer base.

Read more: Listen to Your Customers: Why You Need to Embrace Customer Complaints