Why complaints are actually good for a utility

Water Environment & Technology

Manuel P. Teodoro and Mark Holstad

Abstract

Customer complaints may feel like a burden, but they are often a powerful sign of trust. Drawing on decades of experience at the Albuquerque Bernalillo County Water Utility Authority and insights from public policy research, this article argues that odor complaints especially are not just expressions of dissatisfaction. They are signals that customers believe their utility is both capable and willing to fix problems. From the field perspective, Mark Holstad shares how persistent customer reports led to better diagnostics, deeper technical understanding, and ultimately more effective odor control. Time and again, customers’ noses proved more reliable than sophisticated monitoring equipment. The lesson: complaints provide essential performance information and can strengthen relationships when utilities respond thoughtfully and persistently. From a research perspective, Manuel P. Teodoro explains that customers choose to complain only when they trust their utility to respond competently and fairly. When trust is low, customers remain silent — even if problems persist. This dynamic creates either a virtuous cycle of engagement and improved service or a vicious cycle of distrust and disengagement.

For utility leaders, the takeaway is clear: silence is not necessarily success. Welcoming, responding to, and learning from complaints can build public confidence, improve operations, and reinforce the essential relationship between utilities and the communities they serve.