When you hear the word "complaint" do you cringe inside, or run the other way? For most people complaints are synonymous with failure. A complaint from a client signals an unmet expectation. However, an unmet expectation is an opportunity to develop the client relationship further. Complaints are an integral part of a successful business.

Running a business is like flying an airplane. If a pilot takes off without a destination in mind, the airplane will expend it's fuel flying around in circles and land in an unintended destination. When a pilot has a specific destination, they plan the route, file a flight plan, depart at a specific time, enter the air traffic control system, and arrive at the destination. If the plan was well executed the airplane lands close to the estimated time of arrival. While en route, the pilot monitors the navigation instruments to insure the airplane stays on course. If the airplane drifts off course, the pilot turns the airplane until the airplane is back on course. Complaints are indications that your company is drifting off the course you planned, if your destination is client satisfaction.

Successful business people realize they are in the client satisfaction business, not the widget or gizmo business. Complaints tell you that the client had an expectation that you could fill a need, and perceives that you did not. Complaints propel a business forward, expose flaws in the operation, and uncover new markets.

Complaints are generated when clients perceive they have not received what was promised. This does not mean the client did not receive what was promised, but that the client perceives they did not receive what was promised. Client perception is the key to successful business.

One of the major reasons for client complaints is over promise - under deliver. To gain sales, many people will promise more than they can deliver. No one ever complained about getting more than they were promised. A good example of over promise - under deliver is when a business claims that clients are important, and then makes them wade through a myriad of telephone menus. This lack of consideration demonstrates that the client's time is not valuable.

The secret to client satisfaction is that they perceive you value them - that they matter. You may highly value your clients, but if you have a system that does not convey that, you lose. I will also tell you a secret that I have charged tens of thousands of dollars to reveal - your employees want the same thing.

When you receive a complaint, acknowledge the complaint as fast as possible. Be courteous, and open the lines of communication. I prefer a direct telephone call to other methods. It makes me feel valued in the eyes of my supplier.

One of the simplest questions to ask is "What can I do to make this better?" Make the communication personal by using I, instead of we. Take ownership of your company's part of the problem and resolve it. Do not promise to resolve the problem - Resolve it! As quickly as possible. Time is money. If you do not have the authority to resolve the problem, tell the client and then pass the problem to someone who does have the authority.

We all encounter difficult situations, and I highly value suppliers that resolve my complaints. I know that if a problem should arise in the future they will take care of me again.

When clients purchase something from you the focus must be on them. They want the products and services they ask for, and for you to fix problems, if any arise. If the problem lies in unreal expectations on the part of the client, you must tell them. Be courteous, but always be truthful. Promising to "look into it," or other stalls, are easily recognized by clients and lead to further dissatisfaction. It is said that one in ten dissatisfied customers complain, so for every complaint there are nine unknown ones lying our there. It is also estimated that the average dissatisfied client tells as many as one hundred other potential clients and remains dissatisfied for thirty years.

Do unto others, as you would have them do unto you, is about respect. Show respect for yourself, and your clients, by resolving complaints, then implementing changes that prevent further complaints. You will gain both clients and friends.

TO CLIENTS

I am on my third VCR in three years. I did not complain to the manufacturers, but I did vote with my dollar. I cannot expect the supplier to improve their product, or resolve my displeasure, if I do not let them know a problem exists. They cannot read our minds. You must communicate complaints to your suppliers. Fill out client satisfaction cards if the privacy policy is acceptable, or call the supplier if you can stand the confrontation.

One of the best methods to complain about a business or service is Business and Product Report (www.businessproductreport.com). Let the business or manufacturer know you have posted a complaint and where to find it. If your complaint is resolved, post a response as to how the supplier resolved the complaint and whether you would do business with them again.

When you find an excellent supplier, be sure to submit a report at Business and Product Report to help others find their services or products.

You do not need to be confrontational in your complaint. Suppliers do not like confrontation any more than you do. Remember, a person handles your complaint, not a company. Companies and corporations are legal entities that exist only in the files of State and Federal offices, not in the real world. People exist in the real world. Be courteous. You can catch more flies with honey than vinegar. Remember the golden rule - and no, it is not He with the Gold Rules!

You have a right to expect satisfaction with products and services you purchase. Reward those suppliers that treat you fairly, and avoid those that abuse you as if they have communicable cancer. If you patronize suppliers that abuse their relationship with you, you punish the reputable ones and we all lose in the end. This is America. You have rights as a client. Demand them! Not with wailing and gnashing of teeth, but with your dollars, your recommendations and your feet. You deserve to be treated well, and so do those suppliers that serve you well.