Customer satisfaction may act more positively than advertising. As customers who use a particular company’s product get satisfied, the customer may spread a positive word to the society. And the society, in turn, might get interested on its product and eventually purchase it. On the other hand, a negative spread of word can be very deleterious for the firm, and is considered as one of the attitudes that firms must avoid in order to succeed in the market.
The way Stella & Chewy’s is handling with its complaints is becoming an issue. It carefully examines any complaints related to their products and tries to deliver greatest value as possible.
Link: http://money.cnn.com/2009/12/23/smallbusiness/profiting_from_customer_complaints.fsb/index.htm