🧠 The Real Reason Your Customers Complain — And Why It’s a Gift

Behind every complaint is a customer who still believes you can do better.

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Today’s Decoding Customer Experience Newsletter is brought to you by Qualtrics and the 2026 Consumer Experience Trends Report

Key Takeaways:

• Nearly one in five consumers who have used AI for customer service saw no benefits from the experience. That’s a failure rate almost four times higher than for AI use in general

• Misuse of personal data is now consumers’ top concern when companies use AI to automate interactions – 53% of consumers share this fear, up 8 points over the past year.

• Half of consumers are concerned that companies’ AI use will prevent them from connecting with a human being, and 47% are worried about job losses.

Download the full 2026 Consumer Experience Trends report

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Let’s be honest.
Customer complaints are the part of the job no one dreams about.

They arrive uninvited — in bold fonts, ALL CAPS, and with the unmistakable sting of frustration.

They fill inboxes. They drain energy.

And yet… they’re also the most honest feedback your business will ever receive.

We often see complaints as chaos — but what if they’re communication?

What if, instead of plotting against us, they’re trying to teach us something?

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⚙️ When It Feels Like They’re All in on the Joke

Ever noticed how complaints never arrive one at a time?

It’s always in waves — right when you’ve finally cleared your inbox, or two minutes before the weekend starts.

I used to think it was bad luck. Now, I think it’s a reminder:

Your customers don’t run on your schedule — they run on their experiences.

Every angry email, every “URGENT” subject line, every message typed in fury…
It’s a signal.

Not always a pleasant one, but always a useful one.

Because behind every complaint is something sacred: attention.
And in today’s world, attention is currency.

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🥇 The Complaint Olympics

Some complaints are absurd.

I’ve had customers blame products for things that defy logic —
like someone once telling me our software “made their Wi-Fi sad.”

It’s funny, yes. But it’s also human.

Complaints are how people try to make sense of disappointment.

They’re how frustration finds a voice.

And sometimes, that voice just needs someone to listen without defensiveness.

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🧩 The Language of Frustration

Over time, I’ve learned that complaints have a hidden language.

It sounds like anger — but it’s often fear, confusion, or care in disguise.

• “I’ll never shop here again” usually means, ‘I expected better because I believed in you.’

• “This is urgent” often means, ‘I don’t feel heard.’

• And “Can I speak to your manager?” might really mean, ‘I need reassurance that someone still cares.’

“Behind every complaint is a customer who still believes you can do better.”

That line changed how I lead.
Because when people stop complaining, it’s not peace — it’s apathy.
And apathy kills companies faster than anger ever could.

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💡 The Opportunity Hidden in the Noise

Complaints are data with emotion attached.

They reveal broken systems, unclear processes, and unmet expectations — things no survey or dashboard will ever show you.

But more than that, they reveal people who still care enough to say something.

According to a recent CX study, 83% of customers who have their complaints resolved stay loyal.

That’s not a statistic — it’s a strategy.

Your harshest critics can become your loudest advocates if you listen deeply and act quickly.

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🌱 Reframing Complaints

Now, when I see a complaint, I don’t see hostility.

I see a conversation that hasn’t gone right — yet.

Each one is a mirror reflecting what your brand sounds like, feels like, and means in real life.

If you’re brave enough to look into that mirror, it will show you where to grow.

Maybe the real plot twist isn’t that complaints are plotting against us.
Maybe they’re plotting for us — to make us sharper, humbler, better.

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🗣️ Your Turn

What’s the most surprising or ridiculous complaint you’ve ever received —
and what did it teach you?

Reply to this email or share it with #CXStories.
I’ll feature the best ones in next week’s newsletter.

Because the more we share these moments, the less they sting —
and the more we all learn.

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❤️ Final Thought

You’re not managing complaints.
You’re managing conversations that matter.

And if you can turn even one of those moments into understanding —
you’re already winning.

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💬 P.S.

If this gave you a smile (or a flashback), forward it to a fellow CX pro who needs a lift today.

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What Successful CX Leaders Do on Sundays

DCX Links: Six must-read picks to fuel your leadership journey delivered every Sunday morning. Dive into the latest edition now!

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👋 Please Reach Out

I created this newsletter to help customer-obsessed pros like you deliver exceptional experiences and tackle challenges head-on. But honestly? The best part is connecting with awesome, like-minded people—just like you! 😊

Here’s how you can get involved:

• Got feedback? Tell me what’s working, what’s not, or what you’d love to see next.

• Stuck on something? Whether it’s a CX challenge, strategy question, or team issue, hit me up—I’m here to help.

• Just want to say hi? Seriously, don’t be shy. I’d love to connect, share ideas, or even swap success stories.

Your input keeps this newsletter fresh and valuable. Let’s start a conversation—email me, DM me, or comment anytime. Can’t wait to hear from you!

— Mark

www.marklevy.co
Follow me on Linkedin

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Thanks for being here. I’ll see you next Tuesday at 8:15 am ET.

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