G. Tomas M. Hult [Archive.org URL]

Unfortunately, many dissatisfied customers opt not to complain. Over the last three decades, ACSI data show that 12.8% of customers formally complained to companies but, in reality, 30% of customers complained more informally about brands on social media. These non-complaining but disgruntled customers instead leave the company and buy substitute products. The takeaway is that it is often better to have customers complain than not complain (and simply leave) if the company can handle the complaint in a satisfactory way without draining resources.

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