As the saying goes, For every customer who bothers to complain, 20 other customers remain silent. Unless the experience is really bad, customers usually dont bother to share feedback about an experience that didnt meet their expectations. Instead, they decide never to do business with the service provider again. Thats a high price to pay for lost feedback.
The lost customer is not the only casualty. Studies have shown that each dissatisfied customer typically shares the unsatisfactory experience with 8 to 10 (sometimes even 20) others. With the growing use of social media, its not uncommon for negative feedback to go viral and hurt the credibility of a brand.
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