Have you considered the possibility that your business could benefit from angry customers? For business owners that care, angry customers are goldmines. It bothers me a lot when business managers react defensively the moment an angry customer is linked to their brand.

Some companies even go to the extent of pinning the cause of the customer dissatisfaction to a staff or unit, with a follow – up sanction dispatched.

But do you really think you can serve the public without generating dissatisfaction from some parties? Consider the fact that even amongst your close kith and kin, you still find some members getting angry and discontent. We equally know that philanthropic organizations/ Non – Governmental Organizations (NGOs) still run into angry customers/beneficiaries.

And you are running a business for profit with clients from diverse backgrounds and with varying expectations, yet you shrink at the mention of angry customers.

Please let’s come off it. We need to be realistic here. To me, I see those angry customers as assets. Your business needs them to grow.

Here are five simple ways you can benefit from angry customers. To me, the last tip is my favorite.

1.Puts you on your toes – you can’t afford laxity

Sometimes what angry customers do is to wake you up from your comfort zone. Humans have the tendency to assume to have gotten it all well over time when no dust is raised. We all tend to relax when a formula seems to be working. You don’t want to change a winning strategy. An irate customer’s complaint will raise the alert. Concerned staff members or units are called to action. Your team will admit that you guys may really not have done enough as assumed. It is the wake-up call that every business needs.

2. Helps you know how and where you need to improve on

Bill Gates puts it this way; “Your most unhappy customers are your greatest source of learning”. The complaint from an angry customer will force you to continue seeking for ways to improve upon what you have on ground. You will find the need to incorporate strategies or ideas that will ensure that such complaint does not arise anymore. You might need to improve on employee – customer management skills or even overhaul a unit you had assumed was doing quite well before. What is certain is that the firm will seek to do things differently.

3.Helps you know what the present don’ts are

This is one nice way you can benefit from angry customers. Knowing when a product or process is not working anymore is critical to any business. Several businesses run the risk of holding on to solutions that may really not have the effect they had before. You need the raw confrontation from angry customers to see what no longer works. You could be hurting customers without knowing. A sharp complaint from an angry customer will help point out the don’ts that really hurts.

4.Let’s you into the customer’s mind – where the treasure lies

The mind of the customer is the hub for decisions. Have you thought of what could have happened if the customer had bottled his or her dissatisfaction and appeared as though all was well? You are getting direct feedback from a customer who is using your brand. The emotions and pains of the customer are laid bare to you. This is the exclusive information you must value more than any marketing survey, to move your business forward.

5.A big chance to show that you truly care

This is the game changer. Please be thankful for customers who complain, as you still have the golden opportunity to delight them. You can even go beyond damage control and convert the customer to a fan. You have an opportunity to project your brand forward by earnestly empathizing with the customer and exceeding expectations by charting a course of clear actions. Which other way can you benefit from angry customers more than this?

Remember that angry customers don’t just disappear naturally in silence. They keep on telling others. Think of what will happen to your brand image when that angry customer gets over-happy and keeps talking.

Photo Below