The first edition of A Complaint Is a Gift introduced the revolutionary notion that customer complaints are not annoyances to be dodged, denied, or buried but are instead valuable pieces of feedback " in fact, they're your best bargain in market research. Customer complaints can give businesses a wake-up call when they're not achieving their fundamental purpose: meeting customer needs. Complaints provide a feedback mechanism that can help organizations rapidly and inexpensively strengthen products, service style, and market focus. Most importantly, complaints create a moment of truth when a customer who is deciding whether to return can be made even more loyal. Using numerous real-life examples, A Complaint Is a Gift shows precisely how to handle complaints in a way that brings benefit to your organization and satisfaction to your customers " even when you have to say no. The second edition features two brand-new chapters on receiving and responding to complaints of the Internet; a new section on how to deal with and take advantage of complaints that are directed at your personally; and, turning the tables, a section on how you can complain constructively and effectively. And throughout, the text has been heavily revised, with a wealth of new examples, tools, and strategies.
Part I: Complaints Lifeline to the Customer 1. Complaint-As-Gift Philosophy 2. The Biggest Bargain in Market Research 3. Why Most Complaints Do Not Complain 4. What Complaining Customers Say, Do, and Want 5. How to Learn from Your Customer Complaints 6. From a Whisper to a Global Shout Part II: Putting the Complaint-as-Gift Philosophy into Practice 7. The Gift Formula 8. When Customers Go Ballistic 9. Creating Good Will by Increasing the Customer's Tolerance Zone 10. Saying No and Still Retaining the Good Will with Your Customer 11. Responding to Written Complaints 12. You're Not Defenseless: Using the Web To Your Advantage 13. Creating a Complaint Friendly Organization Part III: Handling Complaints Directed at You 14. How Do I Handle Criticism? Building Your Defenses Against Complaints 15. Learning to take Every Ounce of Learning from Complaints Part IV: Making Your Own Voice Heard: When You Complain 16. Complain As If You Were Receiving the Complaint 17. How To Get Your Complaint Heard by Someone Who Will do Something About It 18. Complaining Within Your Organization and Friends and Family