A Complaint is a Gift

I was just idly flicking through a book called “A Complaint is a Gift”, by Janelle Barlow and Claus Moller, and was surprised to find how most of it just seemed to be common sense.

The basic idea is that a complaint or criticism is an opportunity to improve. When we’re being honest to ourselves – we have to admit that it’s true. Getting feedback is essential in our lives – otherwise many of us would do something stupid ... like entering Australian Idol.

For a company or institution it is even more important. The complaint is an opportunity for a company to improve business processes, reduce errors and risks, increase quality, strengthen bonds with stakeholders, and do better than their competitors.

The book mentions a study that explored complaint behaviour and patterns, and identified four clusters of subjects: 

1. Passives – they don't complain

2. Voicers – they tell the organization when they have a bad experience. Generally, they don't go and tell a bunch of their friends

3. Irates – sometimes they don’t say a word to the company, but they do tell lots of people. It is very hard to regain their loyalty

4. Activists – are more dangerous than the irates – particularly if they’re dissatisfied with the company’s response to their initial complaints

What happens when companies or institutions continue to ignore complaints?

We know what happens. Passives become voicers. Voicers become irates. Irates become activists. Meaning, you get more and more irates and activists.

Is this really COFA and UNSW’s plan? More and more irate and activist neighbours? To create a community of enmity and a complete lack of trust right on their doorstep?

Where are they getting their advice? How about a little bit of common sense? What they are doing is not smart. It is not a good strategy.