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FREE EXCERPT: A Complaint Is a Gift: Recovering Customer Loyalty When Things Go Wrong

 
 
 
 
 
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Berrett-Koehler

by Berrett-Koehler

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The first edition of A Complaint Is a Gift introduced the revolutionary notion that customer complaints are not annoyances to be dodged, denied, or buried but are instead valuable pieces of feedback – in fact, they’re your best bargain in market research. 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 strengthen products, service style, and market focus. Most importantly, complaints create a moment of truth when a customer who is deciding whether to return can be made even more loyal.

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07/30/2008
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