7.3: Feedback
Provide a feedback loop to incorporate customer comments and complaints into the planning process. Other Information:
Customer complaints are an invaluable resource. Without them, organizations can't be successful. Complaints that people bring
to your agency are one of the most efficient and least expensive ways to get information about people's expectations of your
agency and its products and services. Studies have shown that customer comments and complaints are a more direct means of
getting information than conducting research studies of customer expectations, conducting transaction studies, or reviewing
customer expectations in similar industries.
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