It’s easy to see every negative review and bad news. But a recent report suggests that bad reviews might actually be coming from some of your best and most loyal customers.
Eric Anderson of Northwestern University’s Kellogg School of Management and Duncan Simester from MIT’s Sloan School of Management have found through their research of over 325,000 online reviews that many complaints come from ongoing customers. They correlated the complaints with purchase history. The lesson? Complaints don’t always have a direct relationship with reduced sales.