Development or optimization of the complaint management process

The main reasons reasons for conducting a complaint management analysis are:

• Only 50% of dissatisfied customers file complaints, and the response of the other 50%: they do not make repeat purchases (according to empirical complaint research).
• It is important to "gather" the opinions of these 50%.
• Maximizing complaints instead of minimizing them.
• Analyzing the direct and indirect complaint management process to better capture the 50% of dissatisfied customers.
  • Direct complaint management process.
  • Immediate contact with the complainant.
  • Contact situation = Moment of truth.
• Decision on customer attitude towards the company/product (indirect complaint management process).
  • No direct contact with the customer.
  • Internal learning process.
  • Evaluation of complaint forms/complaint minutes.
  • Use for quality-relevant sub-goals.

The essential goals goals of a professional complaint management system are:

• Increase in profit and competitiveness (global goal).
• Stabilization of endangered customer relationships.
• Achieving additional purchases by increasing purchase intensity and promoting cross-buying.
• Promoting a customer-oriented company image.
• Quality improvement by using the information contained in complaints.
• Avoidance of error costs (both internal and external).
• Efficient task fulfillment.