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Complaint Management
Book

Complaint Management

The Heart of CRM

Wolfgang Seidel and Bernd Stauss
Thomson South-Western, 2005

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Editorial Rating

8

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Recommendation

When companies implement Customer Relationship Management (CRM), they often find that their number of complaints shoots up. Bernd Stauss and Wolfgang Seidel candidly explain that often, companies actively discourage complaints with processes that are so barrier-ridden that consumers switch to another company’s products rather than negotiate the maze. As an alternative, Stauss and Seidel present a CRM-based complaint management system that, for enlightened corporate citizens, can become a strategic asset and even an indirect revenue source. Occasionally, they get a little carried away with their "consultantese" and terms like "process owner" and "complaint owner." Nevertheless, the seven-page complaint-management checklist at the end of the book is particularly valuable. getAbstract.com strongly recommends this book to CRM managers who want to know what their customers really think.

Take-Aways

  • Many companies deceive themselves regarding complaints.
  • They make it so hard for customers to complain that complaints level off, leading the company to the erroneous conclusion that quality is good and customers are happy.
  • Managing complaints is essential to Customer Relationship Management (CRM).

About the Authors

Dr. Bernd Stauss holds the first German chair for services management at the Ingolstadt School of Management. An author of more than 150 articles, he researches customer satisfaction, complaining behavior and complaint management. Wolfgang Seidel is a frequent speaker and founder of "servMark," which analyzes complaint management systems and CRM execution.

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