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It’s always better to hang on to your existing customers, than to seek new ones. Getting new customers is expensive and time-consuming.

Listen carefully to customers who complain. They are your friends because they will tell you things others might not. It’s tempting to justify your actions in the face of a complaint. Don’t. Assume the customer has cause for the grievance and act generously to put it right. Then follow up to ensure the customer is not merely satisfied, but pleased with what you’ve done.

Delighted complainers often become your best advocates! They tell others how well they were treated.

If you reflect on what occurred you’ll often be surprised to find you agree with the complaint.