Two areas that differentiate great company's from their competitors is how well they engage their employees and how well they care for their customers.
Unhappy customers will expose the weaknesses in your customer process. Every business has a customer process, the way a customer interacts with your company from pulling into your parking lot to the final greeting at check out to your follow up.
Every customer process has customer touchpoints and it is friction at these touchpoints that initiate most customer complaints. A weak touchpoint could be a lack of parking, poor signage, improper store layout or a terse employee. For a digital business, it could be broken links or a slow checkout procedure.
Listening to our unsatisfied customers will provide valuable information and allow us to reduce touchpoint friction and improve our business.