A Complaint Is A Gift

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McGraw-Hill Education (India) Pvt Limited, 2003 M09 1
Customer complaints can give businesses a wake-up call when they're not achieving their fundamental purpose---meeting customer needs. Complaints provide a feedback mechanism that can help organizations rapidly and inexpensively shift products, service style, and market focus. Unfortunately many businesses dodge responsibility for a customer's dissatisfaction, believing that complaining customers are trying to get something for free or that the problem is the customer's fault. Businesses who don't value their customers' complaints suffer from costly, negative word-of-mouth advertising. A Complaint Is a Gift also tells how to create complaint-friendly organizations by encouraging customers to speak out. It outlines communication structures that can facilitate the movement of complaints from frontline staff to upper management, allowing customer-identified problems to be fixed within the company. Complaint-friendly cultures are described in detail, and specific structures are suggested that can be adopted by companies interested in becoming complaint-friendly. A Complaint Is a Gift repositions the role of complaints in business-and argues that handling customer complaints is not just about making customers feel better. It is a book for individuals and companies to deal with complaints in a new and refreshing way. It also brings together three decades of customer dissatisfaction research and shows how companies can use this information to change internal policies and practices.

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