Web3 CMO Stories Philip Kotler: Why Smart CMOs Aim for Zero Complaints | S5 E16
What if every customer complaint represented a golden opportunity for your business?
Marketing legend Professor Philip Kotler joins the Web3 CMO Stories podcast to challenge conventional thinking about customer dissatisfaction.
Drawing from the groundbreaking book "Zero Complaints" by his colleague Gautam Mahajan, Kotler reveals six critical propositions that reshape how forward-thinking organizations should approach complaint management. Most strikingly, he shares that poorly handled complaints may be suppressing company revenues by 16-20% – a figure that should command immediate attention from any executive.
"CMOs should want every complaint to come up to them on a list every week," Kotler advises, highlighting the strategic value of having marketing leaders personally diagnose the root causes of customer dissatisfaction. Whether problems stem from personnel issues or product development flaws, this visibility creates accountability and drives improvement.
The conversation takes a fascinating turn when host Joeri Billast shares his own consumer behavior – specifically how he scrutinizes one-star reviews and company responses when researching products. This real-world perspective reinforces Kotler's recommendation that companies consider appointing a Chief Problem Officer to transform their approach to customer feedback.
Ready to revolutionize how your organization handles complaints? Listen now to discover why the most successful companies don't just resolve issues – they leverage them as catalysts for growth, innovation, and deeper customer relationships. Subscribe for more transformational conversations that will reshape your marketing strategy and drive sustainable business success.
This episode was recorded through a Zoom call on April 15, 2025. Read the blog article here: https://webdrie.net/philip-kotler-why-smart-cmos-aim-for-zero-complaints/
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PS: Joeri is giving a keynote at DGT/LX 2025 this week. If you are participating in this event, you can get a discount of 500 euro, when you book a spot at Sintra Synergies!