Is the number of complaints a firm receives from a particular client a good indicator of the strength of the relationship with them? We would say yes. If the firm receives no complaints from a client the relationship is probably in real danger. Complaints are good! Clients do not complain enough. Why? Overwhelmingly, it seems, because they cannot be bothered.
Research into service businesses suggests that only one in 26 unhappy clients complains. The ones who complain are more likely to come back than those who do not. So there are 25 people out there who, if we could get them to complain, would be more likely to remain loyal to us.
