Dealing with customer complaints is only the tip of the iceberg in trying to deliver the experience customers want.

Most organisations have well established complaints procedures that record and analyse complaints and seek to eliminate the causes. But studies have shown that 96% of customers don't complain. Even 25% of business customers never complain - they just take their business elsewhere.

Failure Demand results from things not happening the way the customer expected. Complaints occur much later - when customers are frustrated because responses to service requests are inadequate.

Attacking Failure Demand eliminates bad customer experiences and reduces calls into service centres. Sources of failure demand include misleading product information, unclear instructions, counterintuitive company policy, delay in responding or processing, using incorrect data, needles complexity, lack of systems integration.

JSK's Experience Healthcheck identifies why your customers contact you as illustrated in the cast study below.
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