Every partner experiences customer complaints at one point or another. Adding to this issue in today’s world is that customers now have more opportunity and more platforms upon which they can discuss and highlight their dissatisfaction. The social media options abound (facebook, twitter, web forums etc.) in which customers can voice their issues with a partner. Leon Gettler however proposes that customer complaints can actually be an opportunity for partners to build closer links with their customers rather than larger divides and more negative commentary in the marketplace. The customer is always right, even when they are not. Read his article to understand what needs to be done in order to try to turn a dissatisfied customer into a loyal satisfied customer.