In the media and literature, there is an increasing discussion about quality and quality management, and companies are increasingly orienting themselves towards it. At the same time, many products are interchangeable and are being copied. Customers and guests have a wide selection of similar products and can easily switch providers. Consequently, customer loyalty is becoming increasingly important. The goal is to bind the customer to the product. What role does the complaint play in this context for companies— is it acknowledged or ignored? What options does a company have to respond to complaints? What results can be drawn from this? Alexander W. Pook answers these and other questions in a book for all those who are committed to the motto "The customer is king" and who see a functioning complaint management system as a step towards success.