Retailers need to find ways to get customers to share complaints with management, not friends and family. One way is for retailers to ask customers to check a box on their credit card slip indicating they had a problem at the store. Retailers could then attempt to follow up, or give the customer a phone number or web address to make their complaints directly. If nothing else, he says, it would give the customer a chance to blow off steam. That could prevent them from spouting off to others who might then embellish the experience and make matters that much worse for the retailer.
Original Publication: Knowledge@Wharton
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