Marketing Writing Assignment

Read the following white paper entitled, “The Customer Complaints X-Ray.”

The Customer Complaints X-Ray

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Conventional wisdom suggests that 91% of people don’t complain. They prefer to obtain their revenge by not buying from a company that has provided an inferior product or service. They simply go quietly into the night, never to be heard from again. They have a passive power and they know it.
Respond fully to each of the questions below:

As a CRM representative how do you convey the value of customer complaints to your organization? Some firms believe that complaints reflect negatively on the employee, the manager or the company and therefore may discourage staff from recording or being open to complaints?
How might complaints actually strengthen the relationship between the customer and the organization?
Share a personal experience that you have had regarding a complaint. Was it positive or negative?  How would you have handled it differently if you were the customer service representative?

Papers should be 4-5 pages in length, double-spaced.  Put name, date, assignment #, and class in top right corner in the header section.  Do not attach a cover page, but you do need to include a reference list. Use headers to separate major themes or topics. Respond fully.  Give examples when appropriate.  Be sure to provide your own perspective on each of the questions.


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