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Of the customers who have problems, some will not complain. For service industries such as banking, insurance, telecommunications, transportation and others, about 50-80% of customers will not complain. This figure could be even higher for consumer goods where an average of more than 90% of consumers will not make complaints.

Why are customers who had problems did not file a complaint? Based on a survey conducted Frontier, there are five reasons that often the reason customers are reluctant to express grievances. First, the problems encountered are relatively unimportant and can resolve themselves. For customers, the time for complaints or costs to be incurred by the complaint, not worth the benefits to be gained. Therefore, they prefer to remain silent or try to solve their own problem. Of course, customers like this, will feel dissatisfied and relatively low levels of loyalty.

The second reason is because they believe that the company will not take any action on their complaints. So, rather than added annoyance, they were more reticent. Very likely this customer will move to another company. I and probably most of my neighbors, will not be satisfied with the PAM service. Water quality is really bad. It was, no one complains directly to this company, convinced that they will not take any action.

The third reason is they do not know how to express their complaints. Want to call, do not know the number. Want to visit the office, do not know where it is located.

The fourth reason is that customer, not knowing what to complain to anyone. Is the manager or front-line? Is the service or marketing department? This is the fourth reason that makes a customer choose not to complain.

The fifth reason is revealed that customers do not complain is that they prefer to use the services of the company or third party service to resolve the problem. Last month, I bought a phone that its brand is already known. Apparently, suffered damage after a week. Rather than complain to the customer service with a fairly complex procedure, I decided to go to stores that deliver service improvements.

After a customer complaint, there are three possibilities that occur in connection with their level of satisfaction. Customer was satisfied that no action or settlement of their complaints remain unsatisfied customer or a third possibility, the customer added annoyance due to poor handling of complaints.

In the settlement of complaints, there are two key words that make customers will be satisfied. The first is to speed the handling of complaints and resolving complaints. These companies are not aware of the importance of service recovery or who do not have a strategy to handle complaints, will tend to act slowly and reactive. After that, the settlement of the complaint too slow anyway. Customers are increasingly dissatisfied again, when complaints are not complete their proposed solution.

Customers who've gone through the stages of the complaint, would be a dangerous figure. They will leave the company and become terrorists. They will spread negative word of mouth and the company will not be able to handle it because it has turned into customers and are outside the system. Not just one person but dozens of people could hear the negative stories from this customer. Things like this will cause damage to a large market and is often not realized by the company. Worse, if this terror then proceed by sending to the media. The negative impact for the company will be very large.

Therefore, handling of complaints must be serious. Customers who complain are the customers that are still good because at least still be a customer of the company. Customers who complain actually still provide the opportunity for companies to give satisfaction to them. In some cases, customers who complain actually have started lowering their expectations. Thus, they are relatively easy to restore satisfaction. Not surprisingly, the most satisfied customers often are customers who never had a problem, never complaint and never feel how good the company in resolving their complaints.

Handling complaints, must come through a system. It should not be reactive and should not be handled on a case by case basis. This system can be realized in a complaints handling service standards that have been approved by top management. Thus, every front-line staff know what to do when there are complaints from customers.

The first step in making this system starts by grouping the types of problems faced by customers. Any problems, complaints resolution should be clear instructions.

Second, in this complaint handling service standards, it must be clear, what is the responsibility of front-line supervisors, managers or even the top management.

Third, the standard of these services should also be clear blueprint service or process in handling complaints. And more importantly, these service standards must be constantly and effectively communicated to every employee. With a clear system, employees especially the front-line customer will feel that the current complaint is the best time to satisfy them.