Summary of Complaint Management

The Heart of CRM

Thomson South-Western, more...

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Complaint Management book summary
Discourage customer complaints and you`ll never figure out what you`re doing wrong. So, bring on the criticism and learn.


8 Overall

9 Applicability

7 Innovation

7 Style


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. strongly recommends this book to CRM managers who want to know what their customers really think.

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


Before...Wishing away Complaints
Like everyone in business, you probably wish complaints would go away. Many major corporations engage in a cycle of self-deception. They erect barriers to filing complaints, such as routing unhappy customers through voice-mail hell or insisting that they...
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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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