Imagine you have a business that's hard to find. Your staff doesn't give directions over the phone and you don't list directions on your website. And you know that online services like Mapquest send people to the wrong location. When a customer complains about not being able to find the business, staff offers no solution other than to tell them that they shouldn't trust Mapquest.
This is a classic example of a business being defined by a weakness. So often complaints like, "I can't find you," are dismissed without any effort being made to find a solution. The status quo will result in upset customers arriving at your doorstep after being lost. And simply acknowledging the customer's pain isn't enough.
Instead, you need to listen to the complaint and take action, especially if you hear the same complaint multiple times. In my scenario, the business could put a map and detailed directions on its website in advertisements, have staff give directions over the phone (even if the customer doesn't ask for them), and list the information on the back of its business cards.
Or maybe the business shouldn't change anything. Unhappy customers are sure to come back...
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