Gareth Jenkins says he feels "publicly humiliated" after being snubbed for the Wales coaching job. Mike Ruddock was appointed on Thursday to replace Steve Hansen after the RBS Six Nations despite deciding not to apply for the post initially.
"I am amazed that things have come out the way they have done, and I find it totally unacceptable," Scarlets coach Jenkins told The Western Mail.
"I believe I have been publicly humiliated. I am quite shocked."
The Welsh Rugby Union approached Dragons coach Ruddock on Monday, despite apparently narrowing down their short-list of candidates to presumed favourite Jenkins and Harlequins boss Mark Evans.
Jenkins says he only discovered he had been overlooked after the start of Thursday's press conference in Cardiff to announce Ruddock's appointment.
"I strongly believe I should have had the decency of a telephone call before they announced the appointment of the new coach," Jenkins added.
However, WRU chairman David Pickering told BBC Wales Sport they had tried to telephone Jenkins "several times" - even delaying the press conference while they tried to contact him.
In the end it was left with Scarlets chief executive Stuart Gallacher to deliver to the bad news to his coach.
"I am surprised and disappointed, and I suggest the WRU look at the manner in which the whole process has been handled. It must never happen again," Gallacher said.
"In no way is this a witch-hunt against Mike Ruddock, because he is not only a fine coach but he is a great bloke, and everyone at Llanelli Scarlets wishes him the very best in his role.
"However, the media spin from the WRU that it was a two-horse race leaves a great deal to be desired.
"It is also amazing that the Union can appoint a man who did not apply for the job just a few weeks ago."
"It is extremely unprofessional, and it has left a very bad taste in our mouths. What is the point of having a process, and then going outside that process to appoint?"