Complaint management in the customer-centered organization

The 21st century organizations confront new market, new competition and increasing customer expectation. The way which organizations interact with customers has changed dramatically over the past few years. In an environment characterized by hyper competition, those organizations that want to survive must quickly adapt themselves to the customers. Organizations have found that they need to understand customers better, and respond quickly to their needs. This paper argues that to survive, organizations have to build strong relationships with their customers and respond quickly to complaints. Complaints management is becoming critical to organizations worldwide as global competition increase. This paper also presents some findings and results of a survey: (1) Managers opinion about the importance of complaint management; (2) Implementation of complaint management systems; (3) Implementation of a complaint database/data warehouse.