Manual Beschwerdemanagement als Instrument des CRM (German Edition)

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1 Introduction

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University of Cologne

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Werner Reinartz

Antz Eds. Berlin, Germany: Erich Schmidt Verlag.

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If the above sounds like you, apply today. We have a subsidized canteen and a barista with great coffee in the building. We also have a microbrewery team that serves end- of-month beer at the office. Client Services Account Manager - Tokyo. Furthermore, the raw data to be analyzed included documents collected from the banking practice as well as from observations and field experience made during my long years of professional and management functions in the complaint management of investigated banks.

Here, one of my tasks was to describe complaint management as the core of customer relationship management CRM. As a result of these investigations, I both generated hypotheses and drew conclusions and recommendations on the future organization of complaint management in banking businesses to increase customer loyalty.

The results confirmed the need to respond to the desires, concerns and suggestions of unsatisfied banking customers and to place high strategic value on the complaint management Annotation V in order to achieve the corporate goals. Banking institutions should reduce the number of causes that might give rise to complaints and increase the share of customers who approach the respective institution to voice their concerns, criticisms and desires.

The management must establish a culture of complaint that allows mistakes to be made. With regard to further research activities, it is above all the requirements for organizing and planning the complaint management that are becoming more prevalent in dealing with complaints and mistakes, particularly in the light of a targeted manipulation of changes in the attitude and behaviour of employees and managers.

Any studies already initiated on the topic of introducing variable remuneration amounts for employees and managers, which will be calculated according to customer satisfaction, should be continued within the banking practice and based much more on sustainability. Keywords: Beschwerden , Beschwerdemanagement , Kundenbindun , Kundenbeziehungsmanagement , Kundenzufriedenheit. Keywords: complaints , complaint management , customer loyalty , Customer Relationship Management , customer satisfaction.