Customer complaint management is an area of business that is getting a lot of publicity these days. This is because, in this economy, businesses are making every attempt to hold on to their existing customers, rather than trying to find new ones. There is a cost associated with finding new customers.
All complaints that enter into a business should be recorded and responded to. This prevents any going missing and is the starting point for providing superior customer service.
It is also an integral part of quality management and continuous improvement. When complaints are recorded and improvements made then product defects can be identified and eliminated.
Customer complaint management usually takes the form of a database or software package that can be used for recording all complaints, documenting actions and determining outcomes.
All members of the business who have direct contact with customers should have access to the system as complaint handling can be given to any staff members. No complaints or communications should be lost or unresolved. This information can be a useful source relating to service levels or product reliability. The ultimate goal is increased customer satisfaction and retention. What it all boils down to is that customers just want to be listened to and understood. They demand a voice!
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