Monday, 28 April 2008

2nd Edition of "A Complaint is a Gift" Hits the Shelves on August 1!

I'm happy to announce that BK Business is releasing an updated version of the customer service management bestseller "A Complaint is a Gift" on August 1, 2008. As with the first edition, released in 1996, this book has been co-authored with Janelle Barlow and will feature brand new and up-to-date examples of how to deliver great customer service through handling customer complaints. When I originally developed the concept as a 1-day training programme with a small booklet of cases, examples, ideas, tests and implementation guides back in 1993, it was considered a novel concept that a complaint could be a gift. Most people thought that I had lost my marbles and I was often asked: "How can you say that a complaint is a gift? Have you ever been on the frontline dealing with irate customers?" My response was quite simply that if our customers do not tell us what we're doing wrong, they're probably not telling us what we're doing right, either.

  • Handling complaints in an efficient manner does not only give us the opportunity to determine if there is anything wrong with our products, services or delivery mechanisms.
  • It also allows us to establish a better relationship with the complaining customer. Research has shown that at heart, most of the people who complain actually want to remain your customers so this is an ideal opportunity to turn them into even more loyal customers rather than risk them spreading bad word-of-mouth around.
One of the key premises of the original book was some shocking research from TARP that showed that on average, an unhappy customer will tell 23 of their peers about their experiences, whilst somebody who has had a positive experience will only share that information with 9 peers. Furthermore, the cost of retention for almost all product and service categories is manyfold lower than the costs of a new customer acquisition. Therefore you cannot afford to take customer complaints lightly, but must learn to treat them as gifts. You can pre-order "A Complaint is a Gift" (2nd edition) from Amazon now.

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