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Guest Complaints Are Just Feedback by Kevin Stirtz

Guest complaints. The term is enough to make our hearts pump and our blood pressure jump. We hate dealing with them. We hate even knowing about them. A complaint means someone in our company has made a mess and we need to mop it
up. And it means we have a angry customer to placate.

In most companies customer complaints are shunned, ignored or marginalized. This is too bad. It's like dumping money in a river and watching it float away. Because customer complaints are one of the most valuable assets an organization has.

Complaints are better than gold. They offer you the opportunity to increase customer loyalty. Customers who are impressed with your response to a complaint are more likely to be loyal. They'll buy more and tell others how wonderful you are.

Complaints offer you valuable information to improve your business. A complaint is a customer telling you what they want. This is critical if you are going to attract and keep loyal customers. Many companies never bother asking what their customers want. Others pay for surveys and research. But complaints are free. And they come directly from your customers so they're accurate.

Start seeing complaints for what they are: feedback. Encourage your customers to give you feedback. Reward your employees for acquiring it. Then do something with it. Make it available to all your employees. Talk about it. Analyze it. If you're unclear
what it means ask your customers for more details.

Make it easy and convenient for your customers to give you feedback. Thank them for it. Let them know what you do with it. Make it clear that you value and expect feedback.

Do this and you'll never have another complaint. Instead you'll have a never-ending flow of priceless information to improve your business.

About the Author
Kevin Stirtz is the "Amazing Service Guy". He helps companies increase revenue and profits by improving customer service. Get a copy of his latest book: "More Loyal Customers" at

About Guest Check
Guest Check newsletters focus on broad ranging topics within the customer service industry. We publish both original work as well as other, insightful, relevant articles from various sources. All reprinted articles are done so with permission. To subscribe, click here. Founded in 2002 by experienced industry executives, Guest Check is a
privately held company based just outside Denver, Colorado. Focusing on high end resorts and hotels worldwide, the company provides onsite inspection services to many of the world’s leading properties. Clients retain Guest Check to help them ensure quality of
delivered services and facilities, to achieve or retain AAA or Mobil ratings and to assist in staff development using guest service feedback. For more information about the company,  or email


Guest Check
Derek Wood

Guest Check Continuing into Third Season Offering Inspection Services for Nantucket Island Resorts, Nantucket's Premiere Hotel Collection / April 2009


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