According to Catherine Burns Business Reporter BBC News
Nowadays 76% of people are likely to complain. But what is the best way to do it?
The Institute of Customer Service asks 26,000 people, twice a year, about the quality of customer service in the UK. It says people tend to find "putting it in writing" the least satisfying approach, rated by respondents at 68 out of 100.
Phoning scores slightly higher, at 74 out of 100. But the most popular approaches are doing it on the web (scored 79 out of 100) or in person (80 out of 100).
'John Lewis Getting it Right'
John Lewis is one company that seems to be getting it right. Simon Fowler says John Lewis takes customer feedback incredibly seriously. It scored fifth in a list of organisations customers were satisfied with. Simon Fowler is the managing director of the branch on Oxford Street in London, and says social media is very important.
"As well as having our own Facebook site, we're monitoring all the social media networks through our own people, just to make sure that we're listening to all sorts of feedback and reacting accordingly," Mr Fowler said. "So it's an area we're having to keep a very close eye on, and it's helping us to develop the way in which we run our business."
'Worst bank ever'
Now, NatWest has experienced this first hand. The bank admits a large number of its 7.5 million personal banking customers have been affected by a technical problem that has caused payment problems.
Customers were quick to take to social networks to tweet their frustration. One wrote: "This is beyond a joke now,i need my money! i ave kids 2 feed an rent 2 pay."
Others were even angrier, one saying: "@NatWest_Help you are the worst bank i have ever, EVER encountered. ridiculous." The bank has responded regularly, with comments such as: "We can assure our customers that this problem is strictly of a technical nature and will be fixed as soon as possible" and "Again we apologise to our customers for this unacceptable inconvenience."
It even posted up examples of negative feedback on its own website, including one person saying: "Just switched to a competitor. This is inexcusable."