Taking care of your customers is just good business; protecting their rights as consumers is mandated by many governments in the form of consumer protection and other laws. Those laws vary from country to country, and cover numerous issues, from identity authentication to complaint handling. Failure to protect consumers can generate more complaints, damage your organization’s reputation, and result in legal liability, such as fines and even criminal prosecution.
No one likes dealing with a dissatisfied customer, especially when that person is noticeably upset and frustrated with a product or service. However, customers are sometimes willing to give companies a second chance, and many will continue to buy from companies if they believe their complaint was fairly resolved.