Some complementing customer service “realities”: Many employees “cringe” and “shy away” from dealing with complaining customers. This is a shame. Most customers who are dissatisfied never mention their dissatisfaction and simply never return. Customers who complain are giving a precious gift…they are speaking for 8-10 people who experienced the same issue but never brought it to your attention. Additionally, customers who complain and receive a satisfactory response are even more likely to return for repeat business than a customer who received the service correctly the first time. Customer service recovery is a huge differentiating advantage!