Customer Complaints Are Information That Should Be Viewed As

Customer complaints are information that should be viewed as:

A) a short-term problem that should not be viewed as a major concern
B) a source of important information and an opportunity to prove the firm's commitment to service
C) a long-term problem that will require attention in the future
D) a problem that may have a negative impact on the salesperson's earnings
E) a serious problem with the company culture