Retailers need to find ways to get customers to share complaints with management, not friends and family. One way is for retailers to ask customers to check a box on their credit card slip indicating they had a problem at the store. Retailers could then attempt to follow up, or give the customer a phone number or web address to make their complaints directly. If nothing else, he says, it would give the customer a chance to blow off steam. That could prevent them from spouting off to others who might then embellish the experience and make matters that much worse for the retailer.
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