Early research focused on complaint handling as a profit centre for organizations, but recently this approach has been shown to destroy value if not done correctly, due to the organization-centric rationale behind it. A new customer-centric approach, called complaint management, is shown to overcome the pitfalls of complaint handling and to act as a customer-centric compass for the organization leading to increased trust, profits and customer satisfaction. This approach not only creates value, but also helps integrate between the various departments in the organization. Finally, this article includes clear steps for implementation in any organization.
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