ABSTRACT
This chapter argues that customer complaint information can be used as a basis for customer-focused process improvement. It also argues for a customer-focused approach to the improvement of business processes by developing a construction which systematically utilizes customer feedback in form of complaints to achieve process improvements both at strategic and operational levels. The chapter provides an applied approach based on the constructive case study method. The constructive method concentrates on developing and implementing a new, innovative and theoretically anchored construction to solve a real-world problem situation. The chapter describes a construction that effectively utilizes customer complaint information in support of managerial decision making both at operational and strategic levels aiming towards improved operational quality. It is concerned with systematic errors as removing such faults in a company's processes demonstrates the greatest potential to improve quality in a way valued by the customer.
