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Complaints as opportunities

Complaints as opportunities Argues that, although reducing complaints has traditionally beenequated with improved service, in actuality, the surest road tocustomerfocused culture is through increased complaints.Envisions the encouragement of complaints as the route to greatercontact between buyers and sellers and hence increased salesopportunities. Offers methods of generating complaints of measuringfeedback from customers and finally, of increasing opportunities. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Complaints as opportunities

Plymire, Jerry
Journal of Consumer Marketing , Volume 8 (2): 5 – Feb 1, 1991
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769110035009
Publisher site
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Abstract

Argues that, although reducing complaints has traditionally beenequated with improved service, in actuality, the surest road tocustomerfocused culture is through increased complaints.Envisions the encouragement of complaints as the route to greatercontact between buyers and sellers and hence increased salesopportunities. Offers methods of generating complaints of measuringfeedback from customers and finally, of increasing opportunities.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Feb 1, 1991

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