Page 4 - A Complaint is a Gift Excerpt

con ten ts

Foreword ix
Introduction: Th e Customer Speaks 1

PART ONE
Complaints: Lifeline to the Customer 17
1. A Complaint Is a Gift Strategy 19
2. Complaints: Necessary Evil or Opportunities? 32
3. Capitalizing on Complaints 54
4. Why Most Customers Don’t Complain 74
5. In the Mind of the Complaining Customer 98

PART TWO
Putting the Complaint Is a Gift Strategy into Practice 121
6. Th e Gift Formula 123
7. Creating Bett er Customers with Goodwill 141
8. When Customers Go Ballistic 159
9. It’s All in the Words: Responding to Writt en Complaints 180
10. From a Whisper to a Global Shout 202

PART THREE
Dishing It Out and Taking It In:
The Personal Side of Complaints 217
11. When Feedback Gets Personal 219
12. When You Complain, Make Sure You Are Giving a Gift 236

Conclusion: Looking to the Future 247

Notes 251
Acknowledgments 273
Index 275
About the Authors 285

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