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An Idea A Day by David Thompson

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SALES

USE COMPLAINTS AS A SPRINGBOARD

Patrick Forsyth

EVEN THE BEST-RUN companies get some complaints. It may be to do with the product, the service that goes with it, or such matters as delivery or technical support. The first way in which to see complaints is as a source of information. They constitute feedback that must be noted: lessons must be learned, and action taken to stop the situation from recurring. Sometimes a complaint is a one-off, and only affects one customer (although it may be nonetheless annoying or costly for them because of that). Sometimes too, complaints make the news: in one instance, batteries supplied for laptop computers ...

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