Confidence is the key to gaining a larger proportion of the market share; confidence on the people, the company, and the product. As in most areas of life, we are judged by our performance. Therefore, we must continually improve ourselves, striving to better our past standards, or risk being left behind whilw others move on. For most people, negative feedback and complaints are undesirable. It may be easy to feel confident when the business is doing well, but weshould only be confident about one thing-complaints give us direct and honestappraisal of the health of our business. Costumer complaints serve as the barometer of our business acumen. They are not to be ignored or razionalized away. Instead the astute manager welcomes them as a chance to develop the level of service even further, to streamline difficulties, and to gain more understanding about his customers' need. Complaints represent a rare and valuable opportunity. As such, they deserve your respect and immadiate attentio