Stats on customer dissatisfaction

Dozens of studies conducted by government, universities, and industries have proven that customer satisfaction is critical. A customer whose complaint has been resolved will actually create much more revenue than the resolution cost. A satisfied customer will return to buy more, and he or she will refer more new customers. Three key findings regarding customer complaints

  • The average customer with an unresolved complaint will tell nine to ten people; 13% tell more than 20 people.
  • Up to 70% of complainers will return to your business if their complaint is resolved. Up to 95% return if the problem is resolved quickly.
  • For every one complaint received, the average company has 26 unhappy customers it never hears from; six of these customers have problems that are considered "serious" problems.

[Source: Technical Assistance Research Programs Institute]

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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