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Managing customer As we approach the new millennium, it is
becoming very clear that most business
dissatisfaction through organisations have, in their quest for progress
and advancement, put the customer first.
effective complaints Globalisation and value driven business
management systems imperatives would therefore mean that
mistakes are not going to be tolerated,
Mohamed Zairi substandard products and services will ensure
that the weak are not going to continue
competing, and fragile practices and poorly
defined and managed processes will not get
accepted. Apart from anything else, true
competitive advantage will only be established
through excellence in customer value and the
ensuing relentless care and attention provided.
The author
The immediate challenge that business
Mohamed Zairi is SABIC Chair in Best Practice organisations are going to face is how to move
Management, University of Bradford Management away from an ``introverted'', profit-orientated
Centre, Bradford, UK. approach, to an external customer-focused
and market-oriented approach?
Keywords Part of the answer to this question is going
to be provided in this paper, since it is going
Complaints, Customer satisfaction, Customer loyalty,
to be argued that the effective management of
Customer retention, Best practice
customer complaints can deliver customer
loyalty and retention.
Abstract
Complaints handling is not a substitute for abdicating the
responsibility for managing quality and achieving Customer complaints: putting right
customer satisfaction. Indeed, the former and the latter what has gone wrong or doing the right
are nothing but synonymous expressions and quite thing in the first place?
compatible concepts. This paper treats the issue of
David Garvin, one of the gurus in the field of
complaints handling and management as essential for
service quality has written that:
achieving customer retention and loyalty. It argues the
High quality means pleasing customers, not
principle, demonstrates the points through best practice
just protecting them from annoyance (Garvin,
application, and produces a roadmap and an audit tool for 1988).
developing a culture which is not averse to handling
complaints. It is interesting to note that the word
``pleasing'' means a deliberate, targeted and
well thought out approach to work beyond
Electronic access
mere basic requirements and to develop
The research register for this journal is available at intrinsic and long-term relationships. This is
http://www.mcbup.com/research_registers/ echoed by the founder and chairman of
quality.asp Matsushita (Konosuke Matsushitsu) who says
The current issue and full text archive of this journal is about his company:
available at Our social mission as a manufacturer is only
http://www.emerald-library.com realised when products reach, are used by, and
satisfy the customer . . . we need to take the
customer's skin temperature daily.
. They are a way of receiving feedback through joint teams. They have currently over
from customers and therefore necessary 100 people stationed with key customers.
means for putting into action Boeing A & T use different approaches to
improvement plans. handling customer complaints. Amongst the
. They are a tool for preventing key aspects of Boeing's complaints handling
complacency and harnessing internal system are the following:
competencies for optimising products . Service standards set jointly with the
and services. customer and linked to their processes.
. They are a useful way of measuring . Proactive management of customer
performance and allocating resources to contacts and complaint resolution
deal with the deficient areas of the through joint teams (see Figure 1).
business. . Teams handling of complaints is
. They are a useful ``mirror'' for gauging facilitated by a systematic management
internal performance against competition meeting process that involves the
and best in class organisations. customer as a partner.
. They are a useful exercise for getting
. Teams with customer interfaces maintain
nearer the customer and understanding logs of customer complaints, issues,
them better. concerns and warranty claims.
. Complaint management assessments are
One could go on and on by listing the benefits correlated with other customer
and highlighting the usefulness of receiving satisfaction data to give teams feedback
customer complaints. on the quality of complaint management.
As the chairman of British Telecom (BT)
said in an article in the Financial Times: National Roads and Motorists
The day we stop receiving customer complaints Association (NRMA)
is the day I will start to worry about the future Winners of the Australian Quality Award in
of BT. 1992, the NRMA was set up to provide
services to road users and to promote the
Of course he is right, but the caveat is,
interests of motorists. Some of the services
however, in dealing with complaints and the
provided by NRMA include: emergency road
approach used for managing them.
service, insurance, investment advice, finance,
technical, legal, touring, travel, amongst others.
Examples of best practice in complaints NRMA started its journey with quality in
management the 1980s from quality circles to a full concept
Boeing Airlift and Tanker Programs deployed on four principles including:
Winners of the Malcolm Baldrige National (1) satisfy your customers;
Quality Award, the Boeing Company Airlift (2) continually improve through small steps;
and Tanker Program (A & T) designs, (3) involve everybody in improvement;
(4) control through measurement and
manufactures and supports aircraft for both
statistics.
passenger and cargo transportation. They
serve four major markets and three major
customer groups. Their primary customer is Figure 1 Complaint management
the US Air Force.
Their vision is to be ``The world's first
choice for airlift and tanker aircraft'' and this
is delivered by their focus on quality first,
followed by schedule, and finally cost. Their
commitment to the customer is very evident
and they consider the intensity of the
relationship with their customers as one of
their key competitive advantages.
Their focus on customers is through three
distinct segments: owners, evaluators and
users. Currently they serve over 7,000
customers and customer access occurs
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Managing customer dissatisfaction The TQM Magazine
Mohamed Zairi Volume 12 . Number 5 . 2000 . 331335
A key message for senior managers . Working through a value chain principle
and using teamwork as a driver for
The difference between being a leader and a optimum performance.
laggard is not really in terms of financial . Using measures at all levels to attract
performance and the short-termistic approach feedback, intelligence and create an on-
to managing business organisations. It is more going dialogue with customers.
in terms of: . Develop a closed loop customer
. Whether there is a genuine willingness to complaints management process capable
turn the business upside down and re- of dealing with concerns from customers
define all of the operations in terms of as quickly and effectively as possible.
customers and their needs?
. Encouraging innovation and continuous
. Whether there is boldness in appreciating learning so that people can go the ``extra
that true sustainable performance comes mile'' in order to create customer delight.
from delivering customer satisfaction first
. Having an effective reward and
recognition system operating at various
and then profit second?
levels and in the key areas of the business.
. Whether there is courage to ``rock the
boat'' and change the culture of the Failure in management is not through having
organisation, so there is no fear, no blame a high percentage of customer complaints to
and no reprimand? deal with. By capturing customer complaints,
. Whether there is true commitment to organisations are already indicating their
drive the business with clearly defined commitment to their customers because they
customer objectives, with reviews and have listened. Remember the iceberg
reporting systems supported by the right phenomenon.
In most industries nearly 50 per cent of the
measures.
customers do not bother complaining. The
. Whether a culture of team-work,
absence of complaints is, therefore, not a true
continuous improvement and a firm
indication of effective management. Smart
commitment to delight the customer can
organisations need to encourage their
be integrated? customers to complain and to provide them
. Whether a reward and recognition system with the necessary means to do so.
can be developed, put in place with a The process of creating customer delight
clear intent to reward and encourage out of a deficient situation is through listening
employee involvement and participation ? empathising ? innovating ? caring.
in improving customer value and In order to assist with the process of
resolving problems? developing a culture which is not averse to the
. The acid test is going to be whether there idea of receiving, accepting and handling
is true empowerment to doing the right complaints, a proposed tool (see Appendix)
things rather than doing things right? was put together, inspired from the work of
Blazey (1997) and studying best practice
A useful way forward for senior managers in
applications across the world.
any industry context is to: The audit tool itself seeks to draw attention
. Develop true leadership in customer care to the need for having processes and
and a vision for building loyalty and procedures in place, reliance on facts and
retention. quality information and a commitment for
. To develop smart information continuous improvement through problem
infrastructure so that an effective dialogue solving, target setting and gap analysis.
with customers can be established. To close with the profound words of Goethe:
. To have clearly defined goals and targets Since it is the joy to have the benefit of what is
geared towards improving customer good, it is a greater one to experience what is
service. better.
. To put in place the right systems, quality
assurance procedures so as to ensure that References
the right things are done right the first
time and every time. Blazey, M.L. (1997), Insights to Performance Excellence,
American Society for Quality (ASQ), Quality Press,
. Managing through a process-based Milwaukee, WI.
approach instead of a product-based, Garvin, D.A. (1988), Managing Quality, John Wiley &
transaction-orientated approach. Sons, New York, NY.
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Managing customer dissatisfaction The TQM Magazine
Mohamed Zairi Volume 12 . Number 5 . 2000 . 331335
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