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Complaint Management Excellence by Sarah Cook

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03

What people look for when they complain

In this chapter I look at:

•  the key priorities for customers when they complain;

•  how well businesses are meeting their expectations;

•  financial compensation and other forms of redress.

I also provide a checklist so that you can rate how well your organization addresses customers’ needs.

What is important to customers when they complain?

I recently had cause to complain to my bank about a cheque that had been cashed for the wrong amount. I had made it out to a window cleaner for £54, only to discover that it had gone through my account as £5,400! Naturally I was alarmed and called straight away to complain. I, like most customers who complain, was looking for a speedy resolution and for my complaint ...

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