Why you should be especially happy about every complainer

Listening to criticism is not necessarily one of the most pleasant things - especially when it comes to one's own business, in which one invests all one's energy and heart and soul every day. But even if critical words hurt at first, they are nothing but a good opportunity to become even better. So instead of feeling attacked and immediately going on the defensive, you should listen very carefully and take criticism, no matter how unkindly it is formulated, as a valuable impulse.

Basically, nothing can happen if you ask customers for their honest opinion: It is precisely those who have already turned away or are about to do so who can give the best inputs. They pave the way to eliminating the reason and thus prevent further losses. Those already lost may even come back - if only to see if their criticism has been received.

Always keep in mind: if one customer expresses criticism, many more have probably already thought the same thing without speaking up. That is why you do well to take each one seriously and importantly.

Of course, not everything that is criticised can and must be changed immediately. To lapse into actionism would be the wrong reaction. Just soberly ask yourself to what extent the criticism is justified - was it perhaps a human error, was it due to the state of the day or circumstances that cannot be influenced - or does the error actually lie in the system? Many shortcomings can be remedied very quickly and easily - it's just that no attention has been paid to them so far.


The topic of innovation is often associated with mechanisation and major, groundbreaking changes. However, the application of new ideas and techniques is not innovative per se, but rather a means to an end: Innovation does not mean turning the whole company inside out and reinventing yourself over and over again. Innovation is a matter of attitude and, in the best case, takes place continuously: Don't let anything "slip in", don't NOT question anything, always be ready to optimise.

Innovation requires the willingness to reflect: to openly and willingly face criticism and to question the existing again and again.

Set targeted, data-based steps with myBRAND

myBRAND is not a satisfaction survey, but asks very specific questions to pick up impulses and strengthen the brand on all levels. Negative criticism is part of it, but in hundreds of myBRAND surveys it has not yet happened that a company has predominantly been blamed - quite the opposite: often, when reading the comments, the clients are really touched by what customers and guests perceive and which details they perceive as special. Whereas in everyday working life it is mainly complaints that are brought to one's attention, such a survey makes it very easy to determine their proportionality.

Side effect: winning back customers

myBRAND is not based on representative samples, but tries to involve as many people as possible: Regular customers, new customers, not-yet and not-yet customers and those who have not been seen for a long time. Thus, myBRAND also has a reminder function without a superficial advertising intention: appreciation and interest are signalled, and quite incidentally, the respondents are introduced to their experienced "magic moments" and thus the desire is rekindled.

Side effect: employee involvement

Innovative capacity comes from within: If employees think along, further and ahead, innovation can take place in the company. However, they must also be allowed to do so! myBRAND encourages employees to contribute their experience, their expertise and their ideas and thus to actively participate in shaping the company.

"Creativity is when something occurs to you when you notice it." (Gerhard Uhlenbruck)