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Soglasno Dzhanell Barlou, zhalobu nuzhno vosprinimat' pozitivno. ZHaluyas', klient na samom dele soobshchaet o svoem zhelanii i dal'she pol'zovat'sya uslugami organizacii. V rukah opytnogo marketologa zhaloba — eto podarok. Eto signal dlya rukovodstva o plohom obsluzhivanii klientov, nedostatkah logistiki ili tovara. Tak chto luchshe sozdavat' potrebitelyam usloviya dlya vyrazheniya pretenzij, a ne pytat'sya snizit' ih kolichestvo. V knige sobrany psihologicheskie portrety zhalobshchikov, opisan podhod k kazhdoj kategorii, dany effektivnye i podrobnye sovety, kak reagirovat' na pretenzii. Vmesto dorogostoyashchih marketingovyh priemov — kontrol'nyh zakupok, anket i oprosov — nuzhno vsego lish' prislushat'sya k klientu. Esli kompaniya sposobna podstroit'sya pod pozhelaniya, to chelovek, kak pravilo, gotov zaplatit' za ee tovary bol'she.
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