O'Reilly logo

The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 15. Customer complaints are a treasure

Brand managers, on the whole, are terrified of customer complaints. Companies measure customer satisfaction, and declines in customer satisfaction are strikes against a brand manager. Year-end reviews often include an assessment of brand likeability and, therefore, include complaints. However, a customer complaint is an opportunity to really understand what matters to the customer and to get a deeper understanding of the target audience.

Companies often promote the message that “the customer is always right.” You have heard that before, but do the exchanges ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required