Suggests a step for marketing specialists who have realized that significant brand equity is built not just through advertising and public relations efforts. This book states that an integrated brand needs to be lived and expressed through every aspect of the brand's organisational culture, especially the human exchange of customer service.
This work demonstrates how companies can use complaints as a strategic tool to actually increase business. It offers a complete Complaints Policy that readers can implement in their companies and presents numerous real-life examples of good (and poor) complaint handling.