The article analyzes that properly managed complaints can provide a strong link between users and the organization. So, if companies are seeking consumer loyalty, they must look at complaints as a strategic tool, not as the proof of their mistakes. Complaints are a feedback system that can help organizations quickly and easily run away, which is currently relevant to each business, change its product, service style, and marketing goals. If a user is successfully addressed after the problem is addressed, it is usually not possible to make formal complaints. So, one of the best ways to find out what the user wants is what his expectations are to hear his complaints, and one of the most reliable ways to improve personal relationships is to draw attention when someone feels depressed for us and responds accordingly in order to resolve the conflict. However, most customers are dissatisfied with how companies react and deal with customer complaints, although they are well aware that this is very important.