What unhappy customers want

Marc Grainer, Charles H. Noble, M J Bitner, Scott M. Broetzmann

Research output: Contribution to journalReview article

14 Scopus citations


Companies have tried for decades to improve customer complaint resolution - without notable success. Customer expectations are rising; customers now expect positive results and not just the chance to complain. Many customers want nonmonetary remedies, such as an apology or a chance to vent. In addition, companies must recognize that they must treat every customer interaction as if it were playing out on a Facebook page or a YouTube video, because it might be.

Original languageEnglish (US)
Pages (from-to)31-35
Number of pages5
JournalMIT Sloan Management Review
Issue number3
StatePublished - Jan 1 2014

ASJC Scopus subject areas

  • Decision Sciences(all)
  • Business and International Management
  • Strategy and Management
  • Management of Technology and Innovation

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  • Cite this

    Grainer, M., Noble, C. H., Bitner, M. J., & Broetzmann, S. M. (2014). What unhappy customers want. MIT Sloan Management Review, 55(3), 31-35.