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This practice- and research-based book caters to the needs of executive managers who see customer satisfaction as their primary goal. The authors identify the need for an effective complaint management strategy that prevents the loss of dissatisfied customers. Dissatisfied customers are at risk of migrating; accordingly, neglecting professional complaint management poses a considerable threat to customer relationships, sales and profits.
The book offers a comprehensive management concept, which emphasizes direct contact with the complainant by employing complaint stimulation, acceptance, processing and reaction. Further, it discusses the relevant 'backstage' tasks involved in using complaint information to achieve quality improvements and cost reductions through complaint analysis, controlling and reporting.
List of contents
Complaint Management in a Customer-Oriented Firm.- Complaints.- The Behavior of Dissatisfied Customers.- Principles of Complaint Management.- Strategic Planning of Complaint Management.- Complaint Stimulation.- Complaint Acceptance.- Complaint Processing.- Complaint Reaction.- Complaint Evaluation.- Complaint-Management Controlling.- Complaint Reporting.- Utilization of Complaint Information.- Human Resource Aspects of Complaint Management.- Organizational Aspects of Complaint Management.- Technological Aspects of Complaint Management.- Social Media Complaints.- Implementing Active Complaint Management.- Quick Test Complaint Management.
About the author
Bernd Stauss is Professor emeritus of service management at the Ingolstadt School of Management at the Catholic University of Eichstaett-Ingolstadt, Germany. He is author of numerous books and articles on service-related topics. The main focus of his research is on customer satisfaction, dissatisfaction, complaining behavior and complaint management. Wolfgang Seidel is founder and head of 'servmark', a consulting company focusing on the analysis, conception and implementation of complaint management, customer relationship management and services marketing. Furthermore, Wolfgang Seidel is a frequent speaker at major conferences on complaint management and customer relationship management.
Summary
This practice- and research-based book caters to the needs of executive managers who see customer satisfaction as their primary goal. The authors identify the need for an effective complaint management strategy that prevents the loss of dissatisfied customers. Dissatisfied customers are at risk of migrating; accordingly, neglecting professional complaint management poses a considerable threat to customer relationships, sales and profits.
The book offers a comprehensive management concept, which emphasizes direct contact with the complainant by employing complaint stimulation, acceptance, processing and reaction. Further, it discusses the relevant ‘backstage’ tasks involved in using complaint information to achieve quality improvements and cost reductions through complaint analysis, controlling and reporting.
