Complaining the Right Way: Does Anyone Actually Listen?

At some point, we’ve all had reason to complain. No matter how great a product or service is, things can—and do—go wrong. When that happens, we’re often encouraged to voice our dissatisfaction. After all, how else would a company know there’s a problem, let alone have a chance to fix it?

But here’s the real question: How many companies actually listen—and respond—the right way?

A business truly committed to customer experience (CX) shouldn’t need to be told when something goes wrong. They should already know if a delivery was late, if quality fell short, or if service wasn’t up to standard. Sure, in hospitality, a rogue server might slip through the cracks but strong management should catch those issues before customers have to point them out.

Research shows that over 80% of customers respond positively when a company acknowledges their complaint and offers fair compensation. Yet, sometimes, it feels like businesses would rather pay up than fix the root problem. Take delayed trains, for example. Many operators have long-standing refund schemes for late arrivals—handing out compensation leaflets almost feels routine. But wouldn’t customers prefer on-time service over a refund process?

It’s Not Just About Saying Sorry—It’s About Taking Action

According to PwC, a third of customers will switch brands after a single bad experience—assuming they have the choice. And that’s the catch.

• You can switch toothpaste brands easily, but changing banks? Not so simple.

• You can (in theory) switch doctors, but it’s often a hassle.

• You can’t switch your local council if bin collections are missed.

• And you definitely shouldn’t fire your ski instructor mid-slope!

So, when does complaining actually work? The truth is, it depends. Some companies take feedback seriously and improve; others just go through the motions.

The most powerful complaint of all? Voting with your feet. If a business doesn’t listen, leaving might be the only way to send a message—assuming there’s somewhere better to go.

What’s been your experience? Have you ever seen a company turn a complaint into a genuine improvement? We would love to hear your thoughts below.