You are previewing A Complaint Is a Gift: Recovering Customer Loyalty When Things Go Wrong.
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A Complaint Is a Gift: Recovering Customer Loyalty When Things Go Wrong

Book Description

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 that can be used to improve an organization's products and services. This new edition has been thoroughly revised and updated. There are two brand new chapters on the Internet, a new section entitled Handling Complaints Directed at You and another new section that turns the tables and discusses how the reader can complain effectively. More relevant than ever in today's constantly connected world, when customers can complain instantly, 24/7, and broadcast their dissatisfaction around the world if they choose to, throughout the text has been heavily revised, with a wealth of new examples, tools and strategies.

Table of Contents

  1. COVER PAGE
  2. TITLE PAGE
  3. COPYRIGHT PAGE
  4. MORE PRAISE FOR A COMPLAINT IS A GIFT
  5. FOREWORD
  6. INTRODUCTION: THE CUSTOMER SPEAKS
    1. What’s Changed
    2. The Complaint Is a Gift Metaphor
    3. How This Book Is Organized
  7. PART ONE: COMPLAINTS LIFELINE TO THE CUSTOMER
    1. 1: A Complaint Is a Gift Strategy
      1. How About a Slightly Different Scenario?
      2. What Is a Complaint?
      3. Why We Don’t Like Complaints
      4. Complaining Customers Are Still Customers
      5. Treating Customers as Honest Is Part of the Complaint Is a Gift Strategy
    2. 2: Complaints Necessary Evil or Opportunities?
      1. Complaints Define What Customers Want
      2. Complaints: One of the Least Expensive Marketing Tools
      3. The Value of a Customer Over a Lifetime of Buying
      4. The Danger In Setting Goals to Reduce Customer Complaints
      5. To Get the Complete Story, Go After Hidden Complaints
      6. Word of Mouth and Complaint Behavior
      7. The Negative Cycle of Poor Complaint Handling
    3. 3: Capitalizing On Complaints
      1. To Capitalize On Complaints, You Must First Hear Them
      2. Capitalize On Complaints By Identifying Your Common Service Failures
      3. To Capitalize On Complaints, Get More of Them
      4. Capitalize On What Complaints Can Teach You About Your Marketplace
      5. Capitalize On Gaining Strong Customer Ties, Positive Word of Mouth, and Additional Sales
      6. Capitalize On Complaints By Creating a Strong Foundation for Total Quality Management
    4. 4: Why Most Customers Don’t Complain
      1. How Complaint Handlers Tell Customers Not to Complain
      2. How Company Systems Tell Customers Not to Complain
      3. Guarantees: A Hassle or an Encouragement to Complain?
      4. Effective Guarantees
      5. Components of an Extraordinary Guarantee
      6. What About the Cheaters?
      7. The Difficulty of Complaints In Unequal Relationships
    5. 5: In the Mind of the Complaining Customer
      1. Dissatisfied Customers Speak Out to the World
      2. Noncomplainers Must Be Factored Into Complaint Statistics
      3. Inner- and Outer-Circle Complaint Behavior
      4. Complaints and the Reciprocity Principle
      5. Levels of Complaint Reactions: Driving Our Customers to Anger
      6. How Are Activists Created?
      7. What Do Customers Want When They Complain?
      8. A Special Note About Older Complainers
  8. PART TWO: PUTTING THE COMPLAINT IS A GIFT STRATEGY INTO PRACTICE
    1. 6: The Gift Formula
      1. Eight-Step Gift Formula
      2. Does the Gift Formula Work?
      3. Practice Examples
    2. 7: Creating Better Customers With Goodwill
      1. Maintain a Focus On Fairness
      2. Move from Problems to Partners
      3. Manage Mishaps to Create Broader Tolerance Zones
    3. 8: When Customers Go Ballistic
      1. Corralling the Energy of Anger
      2. Pacing the Customer
      3. Valuing Language and Timing
      4. Forming Partnerships
      5. Getting Personal
      6. Additional Advice to Managers
    4. 9: It’s All In the Words Responding to Written Complaints
      1. Written Complaints: A Red Flag
      2. How Do Companies Respond to Written Complaints?
      3. Promptness Wins the Day
      4. Feedback That Comes In Across the Web
      5. The Gift Formula for Written Complaints
      6. Don’t Be Afraid to Use Your Personality
    5. 10: From a Whisper to a Global Shout
      1. Opinion Is Everywhere, and It’s Very Creative and Engaging
      2. M: Say Yes to Monitoring
      3. P: Say No to Pretense
      4. G: Say Yes to Guidance
  9. PART THREE: DISHING IT OUT AND TAKING IT IN THE PERSONAL SIDE OF COMPLAINTS
    1. 11: When Feedback Gets Personal
      1. Growing from Personal Criticism
      2. Avoid Taking Criticism Personally
      3. Distinguish Between Helpful Criticism and Intentional Attacks
      4. The Difference Between Nagging and Complaining
      5. Gift Formula for Personal Complaints
      6. Check Your Level of Reaction to Criticism
    2. 12: When You Complain, Make Sure You Are Giving a Gift
      1. Complaining Helps Make the World a Better Place for All of Us
      2. Seven Steps to Becoming an Effective Complainer
      3. If You Choose to Become an Activist
  10. CONCLUSION: LOOKING TO THE FUTURE
  11. NOTES
  12. ACKNOWLEDGMENTS
  13. INDEX
  14. ABOUT THE AUTHORS
    1. About TMI
  15. ABOUT BERRETT-KOEHLER PUBLISHERS
  16. BE CONNECTED