Marketing & Sales

Customer Complaint - Service Improvement Tool


This training program is suitable for all business models. Our most unhappy Customers are our greatest source of learning



How you will benefit

  • Explain the vital role of a customer complaints management system in enhancing organizational performance.
  • Implement a customer feedback system that will maximize customer satisfaction and retention.
  • Manage every phase of the complaint handling process from preparation to closing including receipt, analysis, escalation, tracking, and all internal and external communication.
  • Develop relevant Key Performance Indicators to assess and audit complaint systems.
  • Improve existing systems and benchmark against world’s top complaints handling standards.

Who should attend

Customer complaint system managers and staff, customer service managers and staff, as well as managers and staff of support departments such as HR and IT, that provide services to other departments (internal customers) in the organization

What you will cover

Module 1: Introduction to Understanding Your Customers

  • Interesting Facts and Figures
  • Customer Retention
  • The Principal Foundation of Retaining and Developing Our Customer Base
  • The PRIDE Model for Understanding Customer Needs
  • Service Mix Elements
  • The Service Quality Model and Service Gaps
  • Managing Customer Expectations

Module 2: Introduction to Complaints Management

  • “Customer Complaint” Definition
  • The Importance of Complaints
  • Customer Satisfaction and Customer Loyalty
  • The Kano Model
  • The Danger of Ignoring Complaints 
  • Levels of Complaints
  • Complaints Handling: Process and Behavior
  • Sources of Customer Complaints
  • Dealing With Customer Complaints

Module 3: Complaints Management Standards and Complaints Handling Process (CHP)

  • Complaints Management Standards - Background
  • Essential Elements of a Complaints Management System
  • Scope and Guiding Principles
  • The Complaints Handling Policy
  • Responsibility and Authority
    • Top Management
    • Management Representative
    • Other Managers
    • All Personnel in Contact with Customers
    • All Other Personnel
  • Planning and Design
    • Objectives
    • Customer Satisfaction, Linkages and Alignment
    • Resource Requirements
    • Competency Requirements
  • Operation and Communication
    • Essential Elements
    • Receiving, Recording and Tracking
    • Assessing, Investigating and Closing
  • Maintenance and Improvement
  • Management Review

Module 4: Assessing and Monitoring a Complaints Management System

  • Quotes on Measures
  • Metrics, Measures and KPIs
  • Where Key Performance Indicators (KPIs) Come From
  • Some Organizational Key Result Areas (KRAs)
  • Criteria for ‘Good’ KPIs
  • Analysis of Complaints: Root Cause Analysis
  • Prioritizing Problems
  • Finding Effective and Efficient Solutions
Study Time

This practical training program is designed with:

8 hours training - 1 day