Since the seminal 1976 White House Study on complaint handling, we have known that complaint handling could be an effective marketing strategy.

Since then, the seven Customer Rage studies that have been conducted by Arizona State University and CCMC have shown that, while this is still true, businesses have not fully reaped the payoff possible from effective complaint handling, and they also now risk more than they may gain from failure to satisfy their customers.

Read CCMC’s White Paper, When Will We Ever Learn: Why the Revolution in Corporate Complaint Handling Has Failed SO FAR (PDF, 322Kb) to find out how businesses can turn this around, reap the benefits of upgraded complaint-handling practices and retain billions of dollars of future sales that might otherwise be lost.