Customers Who Complain the Most Are Actually the Most Profitable to a Brand

So how can the experience improve for picky among us?

Video: Josh Rios/Nick Gardner; Editor: Breana Mallamaci

As customers go, those who complain the most are also the most profitable to a company’s bottom line. So how can brands ensure those customers who bring in the bucks also have a good experience? That was the focus of the session (above) at Adweek’s recent Elevate: Creativity conference.

“There’s no point in spending all this money, all this time, all this effort on customer experience design and have it not move the needle—or worse, move the needle in the wrong direction,” said Stephen Clements, CCO at customer experience technology company Y Media Labs. Hear more of Clements’s takeaways on turning out the best customer experience.


@ChrisAriens Chris Ariens is the managing editor and director of video at Adweek.