xi List of figuREs a n d ta b L E s figures FIGURE 1.1 FIGURE 1.2 FIGURE 1.3 FIGURE 1.4 FIGURE 2.1 FIGURE 2.2 The customer-advocacy pyramid 7 The complaints iceberg 10 The negative power of complaints 12 The power of effective complaint handling 15 Principal reasons why customers had not complained 22 What would encourage customers who had not complained to complain 23 What customers look for when they complain 38 FIGURE 3.1