Proposal of a model for communication management in the process of converting customer complaints into customer appreciation

In today's world, where the channels for customers to express their complaints and satisfaction have multiplied, and where both contentment and discontent can rapidly disseminate, the transformation of complaints into customer appreciation is seen as an opportunity for companies to retain their customer. The aim of this study is to present a model for managing communication in the process of transforming customer complaints into customer appreciation. This study, conducted through a case study method, employed a concurrent parallel design to collect qualitative and quantitative data. Customer requests, starting with complaints and concluding with expressions of appreciation, were analyzed quantitatively. An initial focus group discussion was conducted with a group of customer representatives, a second focus group discussion was held with a group of managers. In-depth interviews were also conducted with the organization's general manager to gather qualitative data. The process of managing complaints was examined, revealing the flow of the process and the involved units. The importance of elements such as the opening of the call, establishing empathy with the customer, transferring the complaint to relevant departments, tracking the progress of the issue, coordinating involved units, and empowering employees was highlighted in the interactions between customer representatives and customers. It was observed that using a warm and sincere communication style is crucial. The studies conducted within the scope of this thesis were supported by TÜBİTAK within the scope of the 2211/A BİDEB.