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Contents
Foreword
Introduction: The Customer Speaks
PART ONE: Complaints: Lifeline to the Customer
1. A Complaint Is a Gift Strategy
2. Complaints: Necessary Evil or Opportunities?
3. Capitalizing on Complaints
4. Why Most Customers Don’t Complain
5. In the Mind of the Complaining Customer
PART TWO: Putting the Complaint Is a Gift Strategy into Practice
6. The Gift Formula
7. Creating Better Customers with Goodwill
8. When Customers Go Ballistic
9. It’s All in the Words: Responding to Written Complaints
10. From a Whisper to a Global Shout
PART THREE: Dishing It Out and Taking It In: The Personal Side of Complaints
11. When Feedback Gets Personal
12. When You Complain, Make Sure You Are Giving a Gift
Conclusion: Looking to the Future
Notes
Acknowledgments
Index
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