The results of an investigation into the commercial handling of complaints revealed the following:

• For every customer who complains, there are 26 other disgruntled customers who do not contact
  
  
• Bad experiences are passed on to an average of 8 - 16 people
  10% of customers even tell more than 20 others about
  their negative experiences.
  
• 91% of disappointed customers avoid doing any
  business with you whenever possible.
  
• However, 80 - 90 % of dissatisfied customers will stay with you if you
  openly address their problem.
  
• The cost of acquiring a new customer is 5 times higher than keeping an
  "old" one.