WHEN WAS THE LAST TIME YOU PERSONALLY FILED A COMPLAINT? Did you take your business elsewhere? Or did you return to the establishment and give it another chance? Whether or not the establishment is given another chance, human nature shows and customer satisfaction surveys indicate that poor experiences are often shared with other people. Many
survey results have been published that disclose basically the same statistic–on average, a dissatisfied customer will tell twice as many people about their bad experiences than about their good experiences. The
statistic is compounded through the use of social media. Today, expressions of satisfaction and dissatisfaction made through Facebook, Twitter, company websites, and a bevy of media channels can potentially
reach millions of people and incite almost immediate response. In addition, these sites are accessible to
and perused by bank regulators and plaintiff’s attorneys who express interest in protecting the consumer.
BY LIZA WARNER, CPA, CFSA, AND CRMA