Complaints are part of the business. There is a great (and funny) thread about customer complaints at indiegamer.com.
I quote few of them here:
A friend of mine bought your “game” from Walmart. Once he finally got it to work, he and I agreed – piece of crap. And BTW – Discovery Channel called, and they don’t want their name dragged into the crappool of your company. Get a real job, you hack!
Even though it might be frustrating or annoying to get complaints, try to take them as opportunities. If somebody says something bad about your game, he might give you a clue on how to improve your game. If somebody mentions that your registration system sucks, then you have just got a good hint about what you need to improve: you can start thinkin about how to make a better registration system.
Never get into a fight with customers. Never. Don’t ever respond in anger. If you think you need to cool off, then step away from a computer. Go walk on a park. Take a night’s sleep if needed. Wait until you calm down… and then make a professional reply if that’s needed.
There are two rules about customer support:
Rule #1 – Customer is always right
Remember. Customer is always right. Or at least he has the right to tell his opinion. If he thinks your game sucks, is too expensive and you should get a ‘real job’ then he has the right for his opinion. If there’s some arguments to support him, then it’s your responsibility to consider how to improve your game to make it better. If it’s just rude email with nothing useful, feel free to ignore the email. If he thinks you have done a poor job as you don’t respond after 30 minutes, then he is right. This means you have an opportunity to make better customer service. It doesn’t mean you need to start responding in 30 minutes but it could mean that setting up a community/support forums with administrators could be helpful, or it could mean setting up an automated support email response (with TOP 10 FAQ list questions answered and office times). It could mean you should tell people that you handle emails within 1 or 2 business days. Customer is always right, and you need to treat customer complaints as opportunities.
Rule #2 – When in doubt, refer to rule #1
If your registration system ‘sucks’ according to the customer then it means your registration system could be improved. If your response is ‘but we use this expensive registration system and this is how it works. Learn how to use copy & paste’ then you have forgot the two most important rules about treating customers. If customer says your registration system ‘sucks’ then there can be 100 or 1000 more similar customers who would like to buy your game, but won’t do it because of your registration system. If you think that ‘customer is usually right’ or that ‘in this situation we cannot do anything’ then you are missing the rule number 2.
I’m not saying that you should change everything and let customers decide what to do, I’m just saying that customer is always right and every complaint carries an opportunity for improving your business.