Kurt Tyack, director at Signarama Southern Africa, says sign-making is a multi-step process involving design, production, and installation. With various people, processes, and moving parts involved, the potential for error is higher than in many other industries.
Each stage brings its own risks, from quoting to design, from fabrication to final fitment. The past few months have seen a noticeable uptick in customer complaints across the signage industry. Fortunately, in most cases, these issues have been resolved without escalation. The most common causes? Communication breakdowns and weather-related delays.
Why Customer Complaints Matter
An artwork error (even on artwork that has been signed off), a mismatch in materials, a measurement missed on site, or a delayed installation – these aren’t just mishaps; they’re signals. Each complaint is a signpost showing where a business process might be failing. And while no one enjoys receiving a complaint, they can serve as valuable opportunities for improvement.
When a customer speaks up, they’re giving us a second chance, not only to resolve the issue, but to strengthen the relationship and refine our internal systems so it doesn’t happen again.
Here’s how businesses in the signage industry can turn a complaint into a growth opportunity:
Take it seriously: for most clients, signage represents a significant investment – whether it’s a small decal or a large-scale branding rollout. Their expectations are high, which means they’ve put their trust in your professionalism. That trust deserves respect.
Respond quickly and professionally: delayed or defensive replies can inflame the situation. A prompt, composed, and helpful response often makes the difference between a lost customer and a loyal one.
Identify where the breakdown occurred: was the quote inaccurate? Did the design skip a proofing stage? Was there a miscommunication between sales and production? Mapping the failure point is essential to correcting it.
Apply what you’ve learned: use each complaint as a trigger to improve processes, train staff, and strengthen quality controls. One complaint, handled properly, can prevent many more.
Make better use of your job management system: project management or signage industry tools like Sign Shop Manager (or any other project management tool) offer more than just quoting functionality. Updating job statuses, keeping internal notes, and ensuring full team visibility can significantly reduce the chances of something falling through the cracks.
Use complaints as credibility builders: a well-managed complaint can actually increase customer loyalty. Offering a goodwill gesture or a reasonable resolution often leaves a stronger impression than a job that went off without a hitch.
Ultimately, a company’s reputation in the signage space hinges on how it handles its mistakes. Those who take complaints seriously, act professionally, and learn from feedback don’t just recover – they improve, and often outperform the competition as a result.
SIGNARAMA
https://www.signfranchise.co.za/
