Company Affair

Two things determine customer dissatisfaction. The customer can tell you and make a complaint or they can stop being a customer and find a new provider. We all have experience of bad customer service and choose to deal with it by telling the company just what the problem is….or by finding a new source for the product or service. When customers leave it is known as customer turnover.

High levels of customer service can give a major competitive advantage in fields where pricing or technology are equal. This advantage is gained by listening to customer complaints and then reacting to them.

Listening and responding are important but often not enough. The key is to make process improvements so that these types of situations are eliminated in the future. Within the discipline of quality management this is known as continuous improvement.

Therefore complaints should be collected and identified at all levels of the organization. This is known as customer complaint tracking. Complaints should not be viewed in a negative way but rather as an opportunity to develop better products and services. Finding the root cause of the complaint and fixing it improves the quality levels of your organization. There are complaint handling software packages available that can handle this for your organization.