Many organizations miss a golden opportunity to turn a negative in to a positive when they discount, minimize or ignore the value that customer complaints can add to decision making. Early customer expressions of dissatisfaction can serve as a warning system that alerts decision makers of the need to make changes to their product, brand or delivery systems.
The tendency is for organizations to put their head in the sand and hope that customer dissatisfaction and the negative word of mouth it creates will somehow disappear on its own. Customers who have taken the time and effort to let you know that something may be wrong should be embraced and serve as inputs to a continuous improvement program.
Acknowledge them and use their feedback to make changes. And be sure you tell them you did. They could become your staunchest advocates.