Complaints are a good thing
A company can learn what is going wrong and put it right. That saves money
Where service is so bad that a letter to the CEO is justified then any competent person, CEO or otherwise, should be able to see that if a systemic problem within the organisation gets sorted, then the savings to that organisation will be substantial.
A complaint is an opportunity to learn and to improve. Keeping the lid on complaints is toxic. A huge mistake.
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