SMU Assistant Professor of Marketing (Practice) and Academic Director of ISES Marcus Lee opined that while these customers may not complain through official channels, organisations should not be ignoring them. Assistant Prof Lee said: “Monitoring and engaging such customers through social media will be useful to see where service failures are happening. If an increasing proportion of customers feel it’s too difficult or there’s no point in complaining, companies should start looking at their feedback systems and processes.” He added: “When companies engage customers about their grievances, they must be ready to satisfactorily resolve the issue. Failure to do so would have a severe impact on customer satisfaction.”
Link:
https://www.smu.edu.sg/sites/default/files/smu/news_room/smu_in_the_news/2015/ma...