It makes good business sense to invest in complaints.  Here's why:

• Disappointed customers change their buying behaviour.  In extreme cases they take all their business elsewhere and the way they talk about their experience influences the buying behaviour of others. 
• Many customers with reason to complain don’t do so, but research shows that those who do speak up are less likely to churn and less likely to utter negative word-of-mouth.

These facts make a strong case for actively encouraging complaints.  But more complaints means more costs to handle them, right?  So, how do you get the correct balance between the costs of the complaints processes and the benefits of those processes?

LP CVA provides that answer.