There's a universal truth in business. Regardless of how good
your product or service is, someone will always dislike it.
However, those that dislike it are also usually the most
Apple is a great example of this. The majority of Apple customers are enthusiastic and happy. But a few people have had bad experiences. These are the people you're more likely to hear from.
Seth Godin touched on this recently on his blog, encouraging people to ignore that 2% who you've disappointed or angered. After all, if you're pleasing 98% of your customers, then you're onto a good thing.
He went on to say "Sure, you can try to minimise the cost of change, and you might even get the number to 1%. But if you try to delight everyone, all the time, you'll just make yourself crazy. Or become boring."
So, when do you start to pay attention to the negative comments? When that percentage starts to creep up beyond 5-10%. If more than 1 in 10 of your customers have an issue with your product or service, particularly if you've still got a small customer base, you need to start paying attention!
Until then, enjoy your success rate!