Download A Complaint Is a Gift: Recovering Customer Loyalty When by Janelle Barlow PDF

By Janelle Barlow

The 1st version of A grievance is a present brought the innovative inspiration that shopper proceedings aren't annoyances to be dodged, denied or buried, yet are as an alternative important items of suggestions that may be used to enhance an organization's services and products. This re-creation has been completely revised and up-to-date. There are fresh chapters on the net, a brand new part entitled dealing with court cases Directed at You and one other new part that turns the tables and discusses how the reader can whinge successfully. extra suitable than ever in trendy regularly hooked up international, whilst clients can whinge immediately, 24/7, and broadcast their dissatisfaction around the globe in the event that they decide to, through the textual content has been seriously revised, with a wealth of recent examples, instruments and methods.

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Additional resources for A Complaint Is a Gift: Recovering Customer Loyalty When Things Go Wrong

Example text

Are there customers who try to rip your business off ? No doubt there are. But companies cannot treat all customers as if they were thieves in order to protect themselves against the few who are. Guy Kawasaki, author of the best-selling book Selling the Dream, writes on his blog, “The point is: Don’t assume that the worst case is going to be the common case . . 15 Most companies factor in this kind of behavior as part of the cost of doing business, though obviously it would be better to minimize that type of loss.

Something different happens, however, when a failure occurs. Most of us like to blame other individuals or systems when things aren’t working out. In fact, according to Saint Louis University research, customers tend to blame specific firms or specific individuals. For customers, this usually means that employees, specifically those we are eye-to-eye or ear-to-ear with, are to blame when there is a product or service failure. Employees do the same thing in reverse. When they hear complaints, they tend to blame the customers, and when customers engage in socially unacceptable behavior (such as shouting or swearing), employees almost always develop a negative attitude toward them.

Besides which, the argument goes, if they have a complaint, there are always more customers where they came from. Here is where a long view is critical. If a customer purchases one $20 book on Amazon each month on average, the total payment to Amazon will be $240 each year and possibly $10,000 over that person’s lifetime. Each dry-cleaning exchange may only be $10 or $15. Over a lifetime, however, a customer can easily spend $30,000 on dry cleaning. And this says nothing about the number of friends or relatives a satisfied customer might send to a responsive dry-cleaning establishment.

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