Customers with an emotional connection forgive mistakes
By Hartmut Wolf
Competence of Swiss Post International
Many companies fail to take customer complaints seriously. They lack a willingness to find solutions. Yet, almost every complaint represents an opportunity to build a relationship with the customer. Efficient control is the first step to identifying shortcomings.
Junior professor Dr. Christian Brock from Zeppelin University in Friedrichshafen, Germany, says, “Customers are definitely willing to make certain concessions. They forgive the company if their complaint is taken seriously and they are satisfied with the end result.” How many mistakes customers put up with depends on their loyalty to the company. If an emotional connection exists, as is the case with most customers of computer manufacturer Apple for example, the pain threshold is relatively high. However, customers are less tolerant if their only connection with the company is of a financial nature, i.e. based on affordable prices.