Avoiding unhappy customers is what everyone wants to do, right? But listening to our most vociferous critics is not always easy because they're not going to pussyfoot around with you. According to this episode's guest, it's our angry, enraged customers who are our Golden Tickets to success.

Shaking down happy customers about why they like you won't help you understand areas you need to improve, says Tomas Haffenden, head of service design at Torrens University. You want to cozy up to the grumps, the crazy mad and the fire-breathing fit-throwers instead — cause boy-howdy — will they ever tell you what the !!*@%&*! is wrong.