Problems are not welcomed. Looking at the complaint as a problem creates fear and discomfort. A fearful and defensive environment that searches for the guilty party and shifts the blame is not supportive of creative actions and performance improvement.
Opportunities, however, are appreciated. An organization that sees opportunities in complaints is trying to gain the maximum benefit from customers’ feedback. Such companies are open to complaints and actively use them to improve their reputation, credibility, and customer
confidence and satisfaction."