Complaint management – forget customer satisfaction – improve the process

Complaint management – forget customer satisfaction – improve the process

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Article ID: iaor20051259
Country: United Kingdom
Volume: 13
Issue: 4
Start Page Number: 9
End Page Number: 13
Publication Date: Oct 2000
Journal: OR Insight
Authors:
Keywords: customer relationship management
Abstract:

It would appear that many organisations are losing out on the main benefits of complaint handling. Certainly complaints afford many opportunities to delight and retain dissatisfied customers but their real value is not satisfying customers per se, but making use of the free and often valuable information that complaints provide. By focusing more on the improvement value of complaints, organisations can turn a customer service department from a cost centre into a profit centre.

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