In true David and Goliath fashion, brick and mortar retail stores have turned Amazon on its head thanks in large part to the ability of small businesses to have an omnichannel presence.

To work in retail is to hear complaints. It’s your job to address each complaint, found or unfounded, from each retail customer. While this part of the job is often the source of headaches, it can also be educational. Here’s a list of things you can learn from customer complaints.