The customer is always right...

By LBV

01 Jun 2011

Or maybe not, but by talking back when they believe they have not received quality goods or services, consumers give businesses an opportunity to correct the immediate problem and restore goodwill. Experience shows that consumers who complain about products and services continue to frequent the businesses and buy the products they complain about if they believe the complaint was resolved fairly.

Some consumers do not complain because they are sceptical about a businesses willingness or ability to resolve disputes fairly simply withdrawing their custom and critisising the company or the product to others.

A good complaints management system is crucial for managing customer needs and protecting your brand.

A strong complaints management system is built on five basic elements:

1. Culture
Complaints should not be viewed negatively, but as a source of rich customer feedback and an opportunity to identify how to improve performance.

2. Principles
An effective complaint handling system must be modeled on the principles of:
• Fairness: A complainant must be treated fairly ensuring impartiality, confidentiality and transparency.
• Accessibility: Customers must be made aware of the complaint procedure and effective access options.
• Responsiveness: A complaint handling system must be responsive to the needs of all complainants. This requires training of staff, adequate resources for the complaint function, and constant review and improvement of the system.
• Efficiency: A complaint handling system should be efficient. Methods of dealing with a complaint will differ from one complaint to another. Simple complaints should usually be resolved quickly on first contact whilst more complex or sensitive matters may take longer to resolve and require specialist attention.
• Integration: Complaint handling must be integrated within the core business activities.

3. People
Complaint handling staff must be skilled and professional.

4. Processes
The following stages in complaint handling should be described and implemented through internal procedures:
• Acknowledgement: A complaint should be acknowledged promptly.
• Assessment: The complaint should be assessed and assigned priority.
• Investigation: If investigation is required, it should be planned and resolve factual issues considering options for complaint resolution.
• Response: The response to the complainant should be clear and informative. If the complainant is not satisfied with the response, internal review of the decision should be offered and information about external review options should be provided.
• Review: Any systemic issues that arise as a result of the complaint should be considered and acted upon.

5. Analysis
Effective and prompt analysis of complaints allows a business to:
• Understand customer issues and needs
• Identify and remedy the root causes of poor service delivery
• Improve service and product performance
• Influence customer loyalty and satisfaction
Ultimately boosting sales performance.

Joanne Scott
Director, Strawberry Standards

 

Enjoyed this? Read more from LBV

Latest news

1

fulfilmentcrowd reports record-breaking performance LeeThompsonfulfilmentcrowd

fulfilmentcrowd reports record-breaking performance

20 Dec 2024

2

Record year for Grant Thornton Northern deals team The team

Record year for Grant Thornton Northern deals team

20 Dec 2024

3

New partner among family team hires as Brabners strengthens personal offer Cara Nuttall Chris Fairhurst And Hannah Saxe

New partner among family team hires as Brabners strengthens personal offer

20 Dec 2024

4

Amazing Accrington bring in almost £400k in funding to Hyndburn Clayton Boxing Club press.jpg.jpg

Amazing Accrington bring in almost £400k in funding to Hyndburn

19 Dec 2024

5

BAE Systems solar powered aircraft achieves new stratospheric success The flight

BAE Systems solar powered aircraft achieves new stratospheric success

19 Dec 2024

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
The Lancashire Festival of Business
FOB 315
Exhibitions
30 Jan 2025

The Lancashire Festival of Business

Impact Conferencing, Burnley, BB12 6QP

09:30 - 16:00

Skills Bootcamp in Procurement - Cohort 3
Blue-Modern-Land-Travel-Youtube-Thumbnail-2-1024x576.png.png
LBV Hub Awards
14 Jan 2025 - 18 Mar 2025

Skills Bootcamp in Procurement - Cohort 3

Community & Business Partners CIC, Blackburn, BB2 3UA

09:30 - 13:00

Preston Tech Connection - January Meet-Up
Nov Preston Tech Connection event banner-4.png.png
LBV Hub Networking
15 Jan 2025 - 15 Jan 2025

Preston Tech Connection - January Meet-Up

Society1 Coworking Space, Preston, PR1 3LT

18:00 - 19:30

R.I.S.E. and Shine
thumbnail_Emma Weston Illustration WENDY BOWERS RISE Illustrstion.jpg.jpg
LBV Hub Seminars
16 Jan 2025 - 16 Jan 2025

R.I.S.E. and Shine

East Lancashire Chamber of Commerce, Clayton le Moors, BB5 5JR

08:45 - 11:00

The Business Network Central & East Lancashire
LBV Hub Networking
16 Jan 2025 - 16 Jan 2025

The Business Network Central & East Lancashire

Mytton Fold, Langho, BB6 8AB

11:30 - 14:15

LBV120 Magazine Launch Event
DSC9389
Networking
17 Jan 2025

LBV120 Magazine Launch Event

Lancastrian Suite, Town Hall, Chorley, PR7 1DP

08:30 - 10:30

Red Rose Awards 2025
Red Rose Awards 2025
Awards
13 Mar 2025

Red Rose Awards 2025

Winter Gardens Blackpool

18:00 - 11:59

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV118 Online Graphic
Subscribe now

Weekly news bulletin