Monday, March 10, 2008

Complaint index

Complaint management enters a new decade. In our flat world, it has never been easier for unhappy customers to express their unhappiness and managers can thus easily calculate their ‘complaint index’ through Google. In the past, brands tried to remain silent about these customers, today the opposite strategy is more efficient. Some weeks ago, Business Week wrote 'Love the customers who hate you'. The message is clear: managers need to embrace customers who complain about their products or services instead of denying or cursing them.

Read all about it in this week's column.

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