USING CUSTOMER

COMPLAINTS
Chapter 3: Customer Satisfaction
 USING CUSTOMER COMPLAINTS

Many Business organizations are using customer

complaints as the primary measure to asses their
process improvement activities.
A study conducted by American Society for Quality
Control (ASQC) revealed that more than half of
dissatisfied will buy again if they believe their
complaint has been heard and resolved. Less than
one-tenth will be repeat buyers when a complaint is
not heard. And though such complaints may not
reach the management, they do reach other
potential customers, about nine on the average.
USING CUSTOMER COMPLAINTS

1
Investigate customers
experiences by actively
soliciting feedback, both
positive and negative,
and then acting on it
promptly.
USING CUSTOMER COMPLAINTS

2
Develop procedures for
complaint regulation that
include empowerment of
front-line personnel.
USING CUSTOMER COMPLAINTS

3
Analyze complaints, but
understand that
complaints do not always
fit into neat categories.
USING CUSTOMER COMPLAINTS

4
Work to identify process
and/or material variations
and then eliminate the
root cause. More
inspection is not
corrective action.
USING CUSTOMER COMPLAINTS

5
When a survey response
is reviewed, a senior
manager should contract
the customer and strive
to resolve the concern.
USING CUSTOMER COMPLAINTS

6
Establish customer
satisfaction measures
and constantly monitor
them.
USING CUSTOMER COMPLAINTS

7
Communicate complaint
information, as well as
the results of all
investigations and
solutions, to all people in
the organization.
USING CUSTOMER COMPLAINTS

8
Provide a monthly
complaint report to the
quality council for their
evaluation and if needed,
the assignment of the
process improvement
teams.
USING CUSTOMER COMPLAINTS

9
Identify customers
expectations beforehand
rather than afterward
through complaint
analysis.