There is no better example of an organization's commitment to customer service than the way it resolves customer service issues. Many organizations display signs, mission statements and slogans stating the importance of the customer. Such displays may impress and perhaps reassure the customer momentarily, but there is probably no better example of the organization’s commitment to customer service ideals and values than how customers are treated after they have been disappointed.
Effective complaint management refers to that extra effort that customers expect from you in the event that things go wrong for them. That's what keeps your “at risk” customers. In the long run, this is a way to stand out from the competition.
There will always be problems. The difference lies in what you do to keep errors to a minimum and how you manage them when they occur.