Customers’ complaints represent an opportunity for any organization who wants to improve relationship with customers, to find out the problems existing into organization and the way to solve them, to improve the amount of knowledge and the desire, beliefs, and needs of customers. All those are made in order to increase value for organization and also for the customers. Having objective information, updated, clear and sincere, the organization may improve the quality of their products and services it offers. Thus, any complaints may be regarded as a gift not as a negative feedback from the customers, or as a two-way feedback based on trust and collaboration. A gift which will bring performance on long term based on win-win situations.
In this article we will disseminate the literature in the field and also we will analyze the results of a research made on 150 respondents who analyzed 10 institutions, the willingness to recommend them to other customers and the problem existing into these institutions, making a plan to overcome them. The objective of this analysis is to understand the role of customers’ complaints in improving the quality of the products and services and of the value obtained both for customers and organizations.