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Complainers. You've "gotta love ‘em!"
Rather than dreading interaction with complainers, some companies view complaints as "gifts for their bottom line."
When a customer takes the time and effort to register a complaint, they have demonstrated a level of commitment to your company -- albeit at this point, quite likely a "negative commitment." In customer service discussions, the interaction with a dissatisfied customer is often described as a "moment of truth." Anything you do wrong at this juncture will magnify the customer's negative feeling about your company. However, by contradicting the customer's negative point of view, companies can actually turn complainers into company advocates and "raving fans."
In the Fast Company article linked below, Don Peppers notes 5 easy steps to rectifying complaints so that your company can benefit from the "untapped value of complainers."
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Service Culture. What your customers really want.
Move Your Money. Commentary.
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