Which action should be prioritized to improve customer satisfaction related to complaints?

Prioritizing the action of receiving and resolving issues promptly is crucial for improving customer satisfaction related to complaints because it directly addresses the core of customer concerns. When customers encounter issues, their immediate need is for acknowledgment and resolution. A timely response helps to alleviate frustration and demonstrates that the company values the customer's feedback and is committed to providing a solution. This responsiveness builds trust and fosters a positive relationship between the customer and the business.

Additionally, effectively managing complaints can prevent the escalation of issues, which often leads to greater dissatisfaction and potential loss of future business. By resolving complaints swiftly and efficiently, a company not only mitigates current dissatisfaction but also enhances its reputation, encouraging repeat business and positive word-of-mouth.

On the other hand, while offering discounts might provide a temporary relief for dissatisfied customers, it does not address the underlying issues that caused the complaints in the first place. Providing better advertising may increase overall awareness but does not improve the customer experience related to issues. Raising product prices could lead to further discontent among customers, especially if they are already facing complaints, as it can be perceived as exploiting the situation. Thus, focusing on prompt resolution is the most effective means to enhance customer satisfaction in this context.