I used to think that consumer behavior was pretty straightforward. If we were interested in a product, we purchased it, used it and evaluated whether it met our expectations. If so, we would repurchase the same or a similar item, and we might even try additional products from the same company. If we did not care for the product we simply didn't purchase it again.
A staggering 95% of people fail to complain to a company when they are dissatisfied with a product or service. There are several reasons why the vast majority of us do not complain effectively in such situations even when we feel a strong urge to do so:
1. Despite the billions of dollars companies spend on customer service initiatives, we still believe companies don't really care about their customers. Even those who work in the customer service industry fall prey to this fallacy. They might believe their company cares about its customers but surely other companies do not.
Guy Winch, Ph.D., received a doctorate in clinical psychology from New York University, completed a postdoctoral fellowship in family and couple therapy, and has been using complaints as a therapeutic tool in his psychotherapy practice for more than a decade. He also dabbles in stand-up comedy. The Squeaky Wheel is his first book. He lives in New York City. More info: www.guywinch.com