South Africa, Feb. 20 -- Are you ready to change the way your business handles complaints? Join the conversation and learn how to repair customer relationships before they walk away. Choose a date that suits you and register now: Registration.

Why is it so hard for us to face customer complaints? The answer lies deep within our primal wiring - the need to be liked and accepted by our tribe. In ancient times, if someone in our group was angry with us, it posed a real threat: exclusion, isolation, and, ultimately, survival. That fear still lingers in our subconscious today. I have yet to meet a single human who doesn't crave some level of acceptance. Many claim they don't care, but deep down, we all do.

Another reason complaints are so di...