Although it might seem counter-intuitive, a drop in the level of complaints your business receives is not always good news. No matter how hard you work or how great your products are, no business can satisfy 100 percent of its customers 100 percent of the time.

Fewer complaints could be a sign that your customers believe the levels of service they receive is so bad that it’s not even worth complaining. Or it could be the first sign that customers are taking their business elsewhere. The best way to ensure your business grows is to treat complaints as a highly valuable form of feedback and use it to improve the way you do business. Here are four more reasons why complaints are a good thing.

They Make Your Customers Feel Better

According to Mariana Allesandri, assistant professor of philosophy at the University of Texas-Pan American, complaining allows people to process and deal with many of the negative emotions that result from having issues they feel the need to complain about. If their complaints are heard and taken seriously, those customers then feel better about the complaint and are more easily able to move past it. When these customers then look back, they will have a far more positive view of their experience and this, in turn, makes it more likely that they will continue to purchase your goods or services.

They Let You See Where Your Business Needs To Improve

According to Google, it takes only 50 milliseconds for potential customers to form their first impression of your business website. If your site has not been updated for some time, not only will the site look stale but it is also likely to take far longer to load and be far more difficult to navigate.

Another problem with older websites is that they are unlikely to have been optimized for mobile devices – now the most popular way to access online products and services. Customers who find your website painful to use are likely to complain in droves,but even if your site has been recently updated, you should listen to any complaints carefully as they may allow you to make minor changes that improve the customer experience for everyone.

If your website is in need of a dramatic redesign or rebuild, it’s important to hire a company that is able to provide a system that grows with your company and enables you to incorporate the latest innovations and technology to let you keep up with the competition. According to leading website developer Cincinnati based Data Design Systems, your website is the storefront window of your business and it pays to stand out.

They Give You An Insight Into The Competition

While many customer complaints will be based on the level of service provided by your own business, there will be a significant proportion that are based on the fact that you either do not provide the same products and services available from your competition or that your products or services are inferior.

Rather than treating the customer as if they are always right – in many cases, they are simply not – aim to add as much additional value to their purchase. One solid philosophy that can help make this happen is to have your customer service team treat each customer as if they were a member of their own family. This can help to form a stronger connection with buyers and ensure long-term loyalty.

They Make Your Team Better At Dealing With Complaints

Many firms are scared of complaints and worry that they may have a negative effect on their business. This is understandable,but it is essential to always see complaints as a learning tool and an opportunity to improve. Research has shown that while two-thirds of consumers can recall having experienced a major customer experience failure during the past decade, less than half are able to remember a time when they had a successful experience with a customer service team.

This means that such failures are more likely to stick in the minds of consumers and therefore need to be dealt with as a matter of urgency. You need to ensure your customer complaints team is properly trained and equipped with all the necessary skills to let them do their job in the most efficient and productive manner possible. The more your business encourages customers to complain, the better your team will become at dealing with the issues that arise. You will also be able to make the necessary changes to your systems and business practices to ensure the number of complaints about specific issues will decrease.