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SESSION FOUR
COMPLAINT HANDLLING
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OBJECTIVES
At the end of the session participants will be able
to:
describe the importance, the definition and
concept of service complaint accurately
explain the factors that influence customer
complaining behavior
explain the major sources of complaint effectively
describe the design and the quality of good
complaint handling correctly
practice changing complaint to commitment
effectively
CONTENT
Complaint definition
Importance of complaints
Source of complaint
Complainer types
Complaint handling systems
Guidelines for complaint handling
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REFLECTION
What is a Complaint? & why
do customers Complain?
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WHAT IS A COMPLAINT?
• Customer Compliant is a formal expression
of service dissatisfaction with any aspect of
a service experience.
• A complaint is any measure of
dissatisfaction with your product or
service, even if it’s unfair, untrue, or
painful to hear.
• Complaints may be about: service content,
delivery or quality, personnel, requests,
communication, response time, follow up,
etc.
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REFLECTION
What good can come out of
complaints? or is it just a
waste of time?
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IMPORTANCE OF COMPLAINT
• Avoiding unfavorable publicity
• Avoid legal problems or worse
• Informing management
• Saving time
• Improve customer satisfaction
WHY PEOPLE COMPLAIN?
From frustration
To
impress other
people
For compensation
WHEN DEALING WITH A CUSTOMER
COMPLAINT - NEVER
Talk down to the
customer
Be defensive
Justify why it
happened
Blame other
people or
departments
Blame the
customer
COMPLAINT HANDLING PROCEDURE
Listen without interruption
Don’t get defensive
Use a ‘sad but glad’ expression
Express concern and empathy - apologise sincerely
Establish the problem - ask questions
Find out what they want
Explain what you can and cannot do
Fully discuss alternatives
Take Action
Follow up to ensure they are happy
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Handling Complaints
Information recorded accurately in Complaint Log
Recognised complaint handling procedure followed
Relevant department or personnel consulted
Follow up to ensure everything is resolved - record
action in Log
Log reviewed to see if on going/multiple complaints
being received and what steps can be taken to rectify.
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EMPOWERMENT
The person who takes the
complaint owns the
complaint.
You should try to resolve the
complaint to the best of your
ability.
Do you know what you can do
to resolve a complaint
without calling for a
manager or supervisor?
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BENEFITS OF POSITIVE
HANDLING OF COMPLAINTS
The value of amicably resolving complaints can
not be underestimated and include:
Promoting goodwill
Improved customer relations
Positive word of mouth publicity
Promotion of enterprise service ethic
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DIFFERENCE BETWEEN A COMPLAINING
CUSTOMER AND A DIFFICULT CUSTOMER
A complaining customer is somebody whose
needs and expectations have not been met
A difficult customer is somebody who is a
challenge to serve because of their personality, for
example, they may be rude, impatient or talkative
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TYPES OF COMPLAINERS
• Passive- are unlikely to say anything to the
provider, less likely than others to spread negative
word of mouth, and unlikely to complain to a third
party.
• Voicer- actively complain to the service provider,
but are less likely to spread negative word of
mouth, or to go to third parties with their
complaints.
• Irate- are more likely to engage in negative word
of mouth to friend and relatives and to switch
providers than are others.
• Activists- Complain to the provider, will tell others,
and are more likely than any other group to
COMPLAINING BEHAVIOR
Customers are more likely to complain because
They believe they will be provided compensation for the
service failure in some form.
they feel a social obligation to complain to help others
avoid similar situation.
to punish the service provider.
Some consumers have complaining personalities they
just like to complain or cause trouble.
To rebuild self-esteem – need to be treated with respect,
to get fair treatment and good service.
COMPLIANT HANDLING SYSTEM
Complaint system should:
Be easily Accessible & well publicized
Simple to understand & use
Allow speedy handling with established time
limits for action, and keep people informed of
progress
Ensure a full and fair investigation
Respect people's desire and confidentiality
Address all the points at issue, and provide an
effective response and appropriate redress
Provide information to management so that
service can be improved
GUIDELINES FOR EFFECTIVE COMPLAINT RESOLUTION
1. Act fast
2. Admit mistakes but don't be defensive.
3. Show that you understand the problem from
each customer's point of view.
4. Don't argue with customers.
5. Acknowledge the customer's feelings
6. Clarify the steps needed to solve the problem
7. Keep customers informed of progress
8. Be Positive
ALWAYS REMEMBER
The customer is always right.
To make realistic estimate of how many
complaints you might expect to handle and
then staff up to meet this
To train your staff
Not to use complaints as a disciplinary tool
To empower the front-line staff to resolve
complaints themselves wherever possible
To formally record customer satisfaction
with the way complaints are handled.
To be positive
ALSO REMEMBER
How customer complaints are handled
reflects on the organization in terms of:
Value placed on the customer
Image
Ability to support services
Value of the service
GROUP EXERCISE
Identify your organization’s complaint handling
mechanism against the points mentioned under
quality of good complaint system
