Based on Stauss and Seidel’s (2007) model on how to handle customer complaints, we have developed a 12-step model for holistic feedback and complaint response, divided into three principal parts: pre-complaint, complaint, and post-complaint. We believe that by implementing and following this model thoroughly, organizations can optimize their service delivery and satisfy customers. Going through each step by respecting the four principal interdependencies between select steps will allow organizations to develop a sustainable competitive advantage to stand out from the competition
The model’s advantage is its practical applicability, as it was developed based on cross-border research data from experts in Germany and Austria’s upscale hotel industries. The model combines theoretical knowledge with practical requirements, allowing for the optimization of product-market fit over time. The model is now being presented to different upscale hotels that are interested in redesigning their customer-feedback response process to stress service excellence and customer retention.