A complaint is a gift : using customer feedback as a strategic tool
Customer complaints can give businesses a wake-up call when they're not achieving their fundamental purpose--meeting customer needs. They are a feedback mechanism that can help organizations rapidly and inexpensively shift products, service, style, and market focus. Businesses that don't value their customers' complaints suffer from costly, negative word-of-mouth advertising. Presenting dozens of real-life striking examples of poor--and excellent-- complaint handling, Barlow and Moller show that companies must view complaints as gifts if they are to have loyal customers
eBook, English, ©1996
Berrett-Koehler Publishers, San Francisco, ©1996
1 online resource (x, 222 pages) : illustrations
9780585272368, 9781881052814, 0585272360, 1881052818
45727644
The complaint-as-gift philosophy
The biggest bargin in market research
What dissatisfied customers say, do, and want
Why most customers do not complain
The links between complaining customers, service recovery, and continuous improvement
The gift formula
Five principles for turning terrorist customers into partners
Responding to written complaints
"Ouch! That hurts!": handling personal criticism
Generating more complaints: toll-free numbers and other strategies
Creating complaint-friendly policies
Developing a complaint-friendly culture
Creating a complaint-friendly for internal customers
Implementing a complaint-friendly organization