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TABLE OF 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 159
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
About the Authors