Featured Research

from universities, journals, and other organizations

Firms should encourage ‘Mr Angry’ customers, says professor

Date:
December 15, 2009
Source:
Kingston University
Summary:
Companies should encourage dissatisfied customers to complain about poor service or faulty products, according to research. Researchers said it made financial sense for firms to encourage complaints because it helped them to improve their goods and services and could even lead to increased sales.

Companies should encourage dissatisfied customers to complain about poor service or faulty products, according to research conducted by a Kingston University professor.

Related Articles


Robert East, Professor of Consumer Behaviour at Kingston Business School, said it made financial sense for firms to encourage complaints because it helped them to improve their goods and services and could even lead to increased sales.

His review of the latest trends, called 'Analysing Customer Complaining', commissioned by the Institute of Customer Service, found that companies who are adept at monitoring customer satisfaction and are able to put things right can repair the damage, especially as vocal critics are often keen to make positive comments too.

Professor East said: "It appears that those using negative word of mouth are much more likely to produce positive word of mouth. So firms may turn complainers into satisfied customers." He said evidence showed that about half of all negative word of mouth emanates from past customers and about a quarter from current customers. "Firms with customer databases can direct information to most of the people who are airing criticisms and may be able to tailor appropriate messages for past and current customers," Professor East said.

He said companies would benefit from encouraging complaints. "The benefits of good complaint handling are customer retention, reduced negative word of mouth, increased positive word of mouth, market research and, sometimes, increased sales," he said.

"We criticise some of the orthodox thinking about complaining and suggest that, in addition to complaint handling, there should be a more direct focus on defection and word of mouth," he added.

Professor East has produced a checklist to help organisations tackle complaints from customers:

1. Assess the cost of not responding to complaints effectively.

This varies with the nature of the business. Make this public knowledge. Consider alternative actions that will promote positive comments and retain customers.

2. Define procedures and responsibilities.

Keep these simple and supportive. Publicise the procedure to customers, for example with receipts. Train staff to use complaint handling procedures. Arrange staff incentives so that these do not oppose the reporting of complaints.

3. Ensure that reports of complaining are standard agenda items for senior management.

Use additional research such as analysis of customers who defect to rival firms. Remember that complaints partly reflect customers' perceived alternatives, so watch the competition.

Jo Causon, Chief Executive of the Institute of Customer Service, said: "Running an effective complaint handling process will help them establish feedback quickly and enable them to put measures in place to reduce a repeat of the complaint."


Story Source:

The above story is based on materials provided by Kingston University. Note: Materials may be edited for content and length.


Cite This Page:

Kingston University. "Firms should encourage ‘Mr Angry’ customers, says professor." ScienceDaily. ScienceDaily, 15 December 2009. <www.sciencedaily.com/releases/2009/12/091215164645.htm>.
Kingston University. (2009, December 15). Firms should encourage ‘Mr Angry’ customers, says professor. ScienceDaily. Retrieved December 22, 2014 from www.sciencedaily.com/releases/2009/12/091215164645.htm
Kingston University. "Firms should encourage ‘Mr Angry’ customers, says professor." ScienceDaily. www.sciencedaily.com/releases/2009/12/091215164645.htm (accessed December 22, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Monday, December 22, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Researchers Test Colombian Village With High Alzheimer's Rates

Researchers Test Colombian Village With High Alzheimer's Rates

AFP (Dec. 19, 2014) In Yarumal, a village in N. Colombia, Alzheimer's has ravaged a disproportionately large number of families. A genetic "curse" that may pave the way for research on how to treat the disease that claims a new victim every four seconds. Duration: 02:42 Video provided by AFP
Powered by NewsLook.com
Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Buzz60 (Dec. 19, 2014) A double-amputee makes history by becoming the first person to wear and operate two prosthetic arms using only his mind. Jen Markham has the story. Video provided by Buzz60
Powered by NewsLook.com
Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins