This document discusses customer complaints and how businesses should handle them. It notes that while customers used to write letters with complaints, social media now allows complaints to reach thousands. Negative reviews can cost businesses customers, and most unhappy customers never complain. Complaints provide opportunities to understand customer perceptions and ensure continual improvement. The golden rules of handling complaints are to take them seriously, never snub a complainer, see things from the customer's perspective, and train staff on proper complaints handling. Complainers primarily want an apology, explanation, and reassurance. The recommended approach is to thank customers for complaining, apologize, get the full details, correct any mistakes, and learn from the experience.