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Why recording complaints is not the same as managing complaints

Don’t Just Fix It – Sort It! 

Many organisations initially adopt a spreadsheet system for recording complaints. Those with CRM systems sometimes record complaints on there. But we contend that complaints are “special” and that an ordinary CRM cannot handle them.

There is much more to handling complaints than coming to a mutually satisfactory closure of the issue. It is not even just about compliance with rules and regulations, though of course that is important too. A complaint is an opportunity to learn how to do business better. And we believe that you can’t make the most of that opportunity by using an ordinary CRM.

Why not?

Well, take a look at the five levels (so to speak) involved in managing complaints...

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