Complaint Management

The Heart of CRM

by Wolfgang Seidel and Bernd Stauss

		Publisher: Thomson South-Western Pub. Date: 2005 ISBN: 9780324202649 No. pages: 320 Category: Sales & Marketing

In this summary you will learn

Why you should aim to increase the number of complaints you receive
How five common myths about complaints prevent companies from taking action
How to make sure you’re harvesting customers’ complaints
Why technology alone is not enough to establish an effective complaint management system

Why you should read Complaint Management

When companies implement Customer Relationship Management (CRM), they often find that their number of complaints shoots up. Bernd Stauss and Wolfgang Seidel candidly explain that often, companies actively discourage complaints with processes that are so barrier-ridden that consumers switch to another company’s products rather than negotiate the maze. As an alternative, Stauss and Seidel present a CRM-based complaint management system that, for enlightened corporate citizens, can become a strategic asset and even an indirect revenue source. Occasionally, they get a little carried away with their "consultantese" and terms like "process owner" and "complaint owner." Nevertheless, the seven-page complaint-management checklist at the end of the book is particularly valuable. getAbstract.com strongly recommends this book to CRM managers who want to know what their customers really think.

About the Authors

Dr. Bernd Stauss holds the first German chair for services management at the Ingolstadt School of Management. An author of more than 150 articles, he researches customer satisfaction, complaining behavior and complaint management. Wolfgang Seidel is a frequent speaker and founder of "servMark," which analyzes complaint management systems and CRM execution.

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Overall		(8)
Applicability		(9)
Innovation		(7)
Style		(7)

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Level

(6)

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