The latest UK Customer Satisfaction Index (UKCSI) has clearly shown that 75% of UK consumers complain when they experience a problem with goods and services. Also, the census has shown, they have plenty to complain about:

- unreliable/poor quality services/goods (20% of responders)

- slow service or late delivery (15%)

- staff incompetence (12%)

- poor staff attitude (11%)

Jo Causon, chief executive at the Institute of Customer Service, which is behind UKCSI says: "As we have previously reported, this year’s UKCSI figures show that overall customer service in the UK is improving, so it is disappointing that complaints handling is still an area where some organisations are falling short. Customer service is a strategic driver of performance and competitive advantage, and complaint handling and resolution is an integral part of this."

"Organisations should use customer complaints as a welcome opportunity to receive valuable feedback and make the necessary improvements; it is a great source of direct and often immediate feedback, handled effectively it can significantly improve the relationship between the customer and organisation."

We are facing growing and growing number of customers who share their negative experiences with friends. The UKCSI reveals that majority of consumers talk to others about their complaints and how they are handled (70% of responders). About 77% of them spread the word to 3 or more others, 48% even to 5 or more and 20% (each one in five!) with 10 or more people. This should be a big red warning sign to businesses.

Mr Causon summarizes: "Disappointed consumers no longer just swap stories of bad customer service with friends and neighbors; they post their concerns and experiences on social media networks for millions to read. A customer now has the same impact as a newspaper reviewer.

The relationship between organisations and their customers has changed irrevocably - customers now hold the power, and organisations can ill-afford to get these vital customer ‘touches’ wrong. Where organisations develop a clear, flexible, welcoming and open policy on complaints, with well trained and empowered staff, the positive impact is clear for both the customer and organisation.

Complaints should be able to be processed from all sources, with consistent systems in place to log and analyse the feedback and share the lessons learnt internally with everyone."