Why Your Complaints Matter
Since I have become a mother, I have tried numerous products. Some have worked; others not so much. The trick here is letting the company know what the issue is and how you think it would work better for you. Especially if this is a reliable brand. E.g. I love the Burts Bees baby bath products, but I was always irritated with the fact that the pump container for the lotion never extracted all of the lotion. I would have to open the bottle and smack it on my hand to get the remaining third or the last quarter of the lotion. That amount of lotion adds up quickly—cost, time getting it out of the bottle, waste (if you throw it out), frustration, etc.
When you have a problem like this, reach out to the company. They more likely than not will listen to your concerns, report them to a hierarchy within the company, and you never know things may change as a result. I am happy to report that the pump bottle no longer gives me trouble because Burts Bees changed it to a large tube. I’m not saying that my voice alone made that much of a difference, but perhaps several people reported the same issue? As a Marketing analyst, I know a little behind the scenes that provokes such companies—good companies—to listen to the Voice of the Customer (VoC). There are usually committees within companies devoted to understanding the needs and concerns of their targeted audience. Who better to tell them than you? This is important business intelligence that could inform more strategic decision-making.
Consumers are more than faceless transactions or a demographic profile. They are real people with real needs. Businesses unable to realize this will be left behind. This type of data can be a tool that can help companies know their customers better to serve them more fully (and dominant the market). Express your concerns. Talk to them. If you are an influencer and have a lot of followers online, then use your social media account to address the company. They have analytics to see how much of an influencer you are. Even if you aren’t an influencer, you should tag them in a post, reach out on the company page, or call them directly.
What’s in it for you?
Well, you get to express your frustration to someone other than your mom friend… Someone at the very company that makes the product who can relay that need into change.
You get the satisfaction of feeling like your voice really matters, because it does.
Most companies don’t want to lose your business. They will make up for the fault by sending you a gift certificate for a replacement, if that is something you would like. Or coupons for their family of brands.
What’s in it for them?
They get firsthand information from their consumers.
They are able to stay in front of their competition by listening to concerns and finding solutions to meet your needs.
Happy customers refer new business.
So, to summarize, you get to complain, someone will potentially fix the reason for your complaint, and you may get gift certificates/coupons from it. Winner! Winner! Chicken Dinner!
