As you can see, in addition to providing input to the design of the process, CQA also works to improve customer satisfaction over time. One part of this is how a business reacts to customer complaints and suggestions. Businesses should maximize how easy it is for customers to complain, since these complaints are very valuable information used for future innovation in the design cycle. (This is why lowering customer complaints should not be the goal—in the short term as you improve these feedback systems, complaints go up.) How a company handles complaints is an important indicator of whether the complainer will buy from you again. If a company resolves the complaint, 54 to 70 percent of customers will do business again with the company. If the complaint is resolved quickly, that figure goes up to 95 percent. A quick turnaround for complaints implies that you invested in building the infrastructure to do so. This type of thing doesn’t happen but itself; it has to be organized. Similarly, an infrastructure to capture and prioritize customer suggestions needs to be developed and nurtured as well.