Have you noticed fewer complaints lately?
Not fewer problems. Fewer complaints.
The Qualtrics Consumer Experience Trends Report 2026 says only 30% of customers who had a bad experience tell the company about it.
7 out of 10 just leave.
I think part of this is AI, and I caught myself doing it last week.
I needed a tutor for my son.
I did not open any websites. I asked my Claude Code to find services and pick tutors by my criteria.
It came back with two websites.
The first one wanted me to register, fill in my preferences, pass a small quest before showing anything.
I closed it. No anger, no feedback, nothing. It never crossed my mind to write to them: "guys, your signup is a nightmare."
The second site was open. The AI had already pulled three tutors that matched. I picked one and booked.
That first site lost a customer and will never know why.
Two years ago I would have fought through the form, got annoyed, and left a review. I had already invested time, so the complaint was my revenge.
Now the AI invests the time, not me. When something is hard, I am gone in one click, and there is nobody left to complain.
So fewer complaints can mean two very different things: the service got better, or the customers stopped trying.
From the outside they look the same. From the inside you only see the first one.
How is it in your business? Are there fewer complaints than a year ago? Which ones still come in?
And when did you last check your own business through a customer's eyes, with a test purchase?