All too often, quality customer care is rare. Customers, particularly those with concerns and complaints, are viewed as a necessary evil rather than an essential resource without whose constant support businesses cannot survive. The book demonstrates the necessity of:

• Treating customers as the essential core of every business
• Being positive about customer problems to protect your customer base and minimise costs
• Using complaints as market research and as a way of converting complainants into supporters

This book takes a hands-on approach, illustrated by case studies. It highlights the value of good customer care and how it is essential to any successful business.

• Concise and to-the-point guide to a sometimes neglected area.
• Easy-to-read, interesting and thought-provoking.
• Illustrated by pertinent case studies.

Bibliography

Paperback •  ISBN: 9781860720659 •   240 pages • Published March 1998 • £21.95

Contents
Active listening
Arrogance
Audit
Basic principles
Call centres
Call handling
Carelines
Choice restoration
Clangers
Complaint conversion
DARN
Dealing
E-mail
Emulating competitors
Financial aspects
Guarantees
Help desks
Internal customers
Job attributes
Keeping promises
Loyalty
Market research
Negotiation
Originality
Product recall
Queuebusting
Robust defences
Service
Standard letters
Temper
Terms
Ultimate aim
Variation of terms
Your views - not mine
Zeloso.

About the author
David Martin: David Martin, FCIS, FIPD, FIoD is Director of Buddenbrook Consultancy which provides extensive corporate and personnel services to a range of client companies. He is a representative on the Employment Tribunal Panel and a member of the Registrar of Companies Wider Users committee. He is also a regular conference and seminar speaker and the author of more than 35 books