Complaint Procedure
One revealing way to test your marketing is to test your complaint procedure. Marketing is supposed to send messages about who you are and what you represent. Marketing is more than just listing your products. Marketing conveys your values, style and substance.
One way to test your values is to test your complaint process. Do you have one? Is it easy for customers to use? Do you hear and listen to your customers’ complaints? How do you act on them? That says a lot about your values.
Investigate how easy or difficult it is to complain to your company.
Do you treat complaints as valuable market research?
How do you encourage customer complaints?
How do you reward customer complaints?
George Torok
Marketing Specialist
Host of Business in Motion
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