The Internet is making it a snap for consumers to educate themselves on companies' products and services and to take their wallets to competing businesses when their expectations are not met. So when a customer submits a complaint, don't ignore it. Treat it like wise business coaching that can help your business succeed.

According to a recent study done by Accenture, 63% of respondents said they would complain directly to a company about a product or service problem. 68% of respondents said they would share their negative experience with friends and family and switch to a competing product or service.

The numbers don't lie. If a customer complaint is unheard or unresolved, your bottom line will suffer. Each interaction that your customer experiences with your company is critical to their continued use of your product or service. Customer Relationship Management (CRM) can help you manage those critical customer interactions (whether purchase, complement, or complaint). Each message your customer receives can be crafted to reinforce and enhance your relationship with them…and even address recent complaints, helping your customers to feel heard and appreciated.

Conversing with your customer online is just as crucial as in person or phone contact. Losing a customer is as easy as the click of a mouse, but getting that customer back may be nearly impossible. Act now to address customer complaints.