This paper explores how companies should begin to look anew at the role and value of complaints and feedback to their organization and to consider complaints no longer as a costly inconvenience but as a key opportunity to develop more profitable and sustainable relationships with their customers.
The two strategic directives this paper addresses are:
- Companies must seize on every complaint they receive; and
- It is not enough simply to process the complaint – companies need to leverage every opportunity to create value from it.
For an organization that adopts this approach, there is a real opportunity for complaints and feedback management to become a competitive differentiator and a source of profit for the business.