Abstract:

The world "complain" does not have a very positive meaning; hence it is quite understandable why companies are disturbed by customer complaints. When a customer complains it means that something went wrong in the company whether it is due to poor quality or due to a rude sales assistant, or alternatively due to a bad business process. But when there is a problem there is an improvement too. Fortunately, this is a matter of attitude, and companies can change their attitude to improve their business. This article is aiming to show how complain handling can improve the financial performance of the firms. When money talks, it becomes easier to change attitudes. This paper argues that customer retention improves profits. To improve retention rate, a company needs to improve complain management.

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