How Emotional Customer Complaints Impact Profitability A BrainTrust Insights Case Study Executive Summary Why pay attention to customer complaints? Do complaints matter in the long run? Business stakeholders must pay attention to customer complaints because complaints affect three key revenue drivers. Additionally, not only must businesses pay attention to complaints, but they must pay attention to the emotional strength of those complaints. First, unaddressed, strong-emotion complaints ?damage reputation ?. With reputational decline comes lower engagement with a company, from repeat purchases to word of mouth. Second, unaddressed, strong-emotion complaints lead to ?adverse financial resolutions ?. In this p

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