Complaint handling

The number of customers who are prepared to complain is rising. Effective complaint handling can drive business improvement, improve internal communications and increase operational efficiency.

Complaint handling

Sarah CookThe Stairway Consultancy

Steve MacaulayCranfield School of Management

Research in the UK by the Institute of Customer Service reveals a rising customer trend: around 75% of customers are now prepared to complain, up from 50% a decade ago.

The case for effective complaint handling is clear-cut: it can drive business improvement, improve internal communications and increase operational efficiency. This in turn leads to fewer dissatisfied customers, increased customer loyalty and greater confidence in the brand. Handling complaints well is one way of ensuring exceptional customer loyalty.

Only a minority of customers who are dissatisfied do...

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