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Dealing with customer complaints serves several purposes. First, if a customer complains, there is likely something wrong with your product or service. This gives you an opportunity to discover the problem and improve on it. Second, customers who complain and have their problem fixed are more likely to remain loyal than customers who are happy with the business. Addressing complaints immediately also helps with customer retention. Although it might seem easier to let a complaining customer go to the competition, it costs five times more to win a new customer than to keep an old one. And finally, if customers complain about the service, you can pinpoint the employee(s) involved and work on coaching and developing their skills. This prevents future complaints, and helps them grow as individuals, as well.

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