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Recognising and managing what the customers experience as exceptional and disappointing can be considered essential in business relationship management. Negative incidents represent situations where companies' attention level and sensitivity are raised, and thus they may initiate actions
that affect how a relationship develops. The new term covers negative and significant situations more broadly than previously in critical-incident and critical-event studies and ranges from various interaction failures to different kinds of changes. This article proposes a framework for diagnosing
and managing negative incidents. It aims to help account managers to accumulate and systematise information about negative incidents.