The purpose of the first stage, primary diagnosis, is to organise
the firm’s original database of customer complaints into categories,
and then to analyse these data in terms of the frequencies of complaints
in each category. Because the data collected in such databases
is usually disorganised and uncategorised, content
analysis is used to provide a coherent structure. In contrast to
the CCMS model (Bosch & Enríquez, 2005) described above, the
‘PARA’ model utilises a comprehensive analysis of customers’ opinions,
rather than analysing individual customer complaints as isolated
cases.