CHAPTER 7

An Opportunity to Be a Hero:

Turning Customer Complaints into Positive Experiences

Our strongest competition is our own reputation.

—Disney University

A business theory states that if you please a customer, he will think well of you, but if you please a formerly disappointed customer, he will be your best source of advertising. A customer complaint is a chance for a company to be a hero. The best managers and well trained employees actively look for this kind of opportunity. They understand that customer challenges will arise. It’s not that the best companies don’t have crises; what sets them apart is that they have systems in place to rectify the problem immediately and make it appear never to have existed.

The best companies anticipate ...

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