The complaints process is the way a company handles complaints and mistakes. Most companies see it as a cost, even though it is one of the few moments when a customer gives the brand their full attention. A complaint handled quickly and courteously often creates a stronger bond than a problem-free purchase, because the customer receives proof that they can rely on the company even when something goes wrong. The basis is to fulfil the legal obligations: have a published complaints policy, accept the complaint, issue a document, and settle it within the statutory period. Beyond this, it helps to have a single responsible person, ongoing updates on the status, and to offer a solution before the customer has to ask for one. Record the reasons for complaints – recurring causes are the cheapest source of product improvement.
See also: Online review management, Customer retention, Corporate crisis communication.
