Manage Complaints To Enhance Loyalty
Manage Complaints To Enhance Loyalty
- Publication:
- Quality Progress
- Date:
- February 2006
- Issue:
- Volume 39 Issue 2
- Pages:
- pp. 28-34
- Author(s):
- Goodman, John
- Organization(s):
- TARP, Arlington, VA
Abstract
Every customer complaint represents a chance to correct a flawed process, educate a customer, and strengthen loyalty. But unless management can quantify the return on investment of complaint handling, they won't see the link between complaint handling and loyalty and profits. A survey finds most complaint handling systems completely satisfy 30 to 70 percent of complaining customers; the rest are either dissatisfied or only partly satisfied. A process improvement in complaint handling can move customers from dissatisfied to satisfied without extra expense. Necessary facts and calculations are provided to help establish complaint handling as a priority.
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