Do you think customer management is possible when their nature is freedom and when they aren't satisfied? An angry customer will rapidly go somewhere else if you don't act now to correct the situation and also prevent it. Customer management is simply another useless form of management, because if your customers are satisfied, what will be the reason of that management department? In fact, to exist, this department must not satisfy a customer. Do you believe that employees are conscious of this? They act like any other human being according to an interest which in this case is their job security and not to give satisfaction to an angry customer. When we have a personal business, customer management is simply our relation with the customers and to contact them to know if they are satisfied and if they desire anything else. The important is not to wait their call, but to have the initiative to contact them first.

The customer's complaints are important elements in the evolution of a business, because the customers give us truths concerning what we have done wrong to fully satisfy them. A procedure is required to keep facts in order to identify and understand the set of problems we created. A procedure that looks like a problem resolution must act immediately if a customer contacts you when he didn't get the whole satisfaction desired.