A poor experience with a brand is often a deal-breaker for customers. In fact, almost 90% of customers ceased doing business with a company after receiving poor service in a single year.

On the upside, Accenture researched affirmed that nearly  70% of customers would stick with a company that took care of their issues with a single interaction.

The potential is clear. Companies can proactively address customers’ service concerns—and retain those at-risk customers instead of losing them.

Successfully managing dissatisfied customers requires a change of mindset. Brands must recognize those who complain as opportunities instead of sources of frustration.

Why? Consumer research has found that for every one customer that complains, there are 26 upset customers who remain silent.


Image Source: Groove


What can companies do to evolve their management of unhappy customers? They need to move beyond baseline customer experience (CX) technologies that simply collect customer surveys and report results at an aggregate level. Companies need advanced tools that empower real-time insight into dissatisfied customers and alert managers about issues.

The best tools also provide a centralized repository for tracking follow-ups with unhappy customers to avoid communications missteps. And emerging approaches allow CX leaders to reach out to 95+% of customers who leave low survey scores within 24 hours.

Want to Know More?

Our white paper,  Turn Unhappy Customers into Brand Loyalists, outlines five steps companies can follow to identify and manage at-risk customers. Learn why real-time alerting and coordinated follow up with unhappy customers is essential. And find out how well-designed plans can anticipate possible scenarios to speed resolutions and make a positive impact on customers.

View this white paper and other thought leadership in our Resources library.




Author: Connie Harrington

Connie is a content strategist and serves as managing editor of the eTouchPoint blog. Possessing 15+ years of international experience across five continents, her focus areas include: customer experience management, customer contact management, communications planning, content marketing, email marketing, and employee engagement. Previously, she held marketing and communications leadership positions at CGI, Mindwrap, and TEOCO. She earned a B.A., cum laude, from the College of William and Mary in Virginia.