Once upon a time… marketers had a relatively simple job.  We worked our what our customers wanted and needed, created it and let them know it was available.  If people were unhappy, they would call or write to the company and the complaint would be handled (we hope).

But now, times are very different.  If customers are unhappy, they not only have the ability to tell 8-10 other people (as was estimated), they can tell the world.  And, as a result, complaints handling has altered forever.

If you don’t believe me, have a look at ‘United Broke My Guitar’ on You Tube and witness the power of the people in action.

Personally, I think this is a great development, as it ensures many more companies utilise ethical marketing techniques and look after their customers.  This, in turn generates more profits for the most honest companies, as people recommend them when they feel looked after.  It has a small downside in that some people are never happy, no matter what you do – but most other consumers can see through that.

The popularity of websites like Trip Advisor highlight the power of recommendation as a marketing tool.  And, complaints are often the time you prove yourself as a business; particularly in the services field.  If you handle them well, you can create extremely loyal customers who know they can count on you if they have a problem.  They in turn often become ambassadors and will fight your corner if other customers do publicise complaints.

If you want to know what people are saying about your product or service in an instant, search on Google and follow some of the sites that aren’t yours.  And act on what you read (good or bad).