We all like positive feedback. It's natural to feel good when someone gives you a pat on the back.

In business, that feeling is extrapolated ten times. There's nothing quite like the thrill of a satisfied customer telling you how perfect their stay was and that they want to come back. And for good reason - the more positive feedback you get, the more customers you'll keep for life, and the more revenue they'll bring.

But there are, in fact, no businesses anywhere that receive exclusively positive feedback. It may sound shocking, but of the six billion people living on earth right now, there are about six billion different attitudes, tastes and preferences. No one could ever expect to please each one of them.

As much as we all like positive feedback, negative comments have the opposite reaction. It cuts us personally when a departing guest tells us that they had a bad visit.

How you react to their feedback is the key. Do you shrug it off and chalk it up to one customer who won't come back? Or do you see an opportunity?

I hope it's the latter. Let me explain the benefits of having flaws exposed by disgruntled customers, how to make ...