Who likes to hear customer complaints? No one, if you ask me – at least not me. It’s easy to feel defensive about the business you have created. Of course you are proud of it; you’re probably also pretty reliant on customers liking it, so you don’t want there to be anything wrong with it. Most business owner got angry with customer complaints, never make such a mistake instead look for ways your business could benefit from customer complaints. As a smart business owner, you need to consider customer complaints as solid gold; an opportunity to improve and better your business. Today, let take a look at why customer complaints matter to small business, what you can learn from customer complaints, and how to make the most of them to advance your business. Why customer complaints matter The process and procedure of knowing what you’re doing right – and wrong can be very time-consuming and expensive, most especially for small businesses. To get customer feedback you may use online surveys, comment cards in your location, social media surveys, or even in-person customer focus groups. But, all will work except the fact that they miss one crucial element – Honesty. When …