BSBCMM301B ebook 23032015

1. Respond to complaints
eBook
BSBCMM301B Process Customer Complaints
Customer complaints are usually a result of expectations not being met.
Complaints can then help an organisation better understand customer needs,
improve products/services, increase customer loyalty, etc. Properly responding
to complaints provides an organisation with the opportunity to meet or exceed
expectations thus leading to a happy, loyal customer.
1.1 Process customer complaint using effective
communication
It is not unusual for people to feel anxious or have negative feelings when they
are on receiving end of customer complaints with such experienced as
confrontation, conflict, aggression and frustration.
Complaints can provide the organisation with an excellent opportunity to exceed
the customer’s expectations. An effective complaints management system can
benefit an organisation in several ways, including:
Better understanding of customer needs
Enhanced reputation of the organisation
Improved product quality and service delivery
Increased customer loyalty
Less time and money spent attracting new customers
Word-of-mouth advertising by satisfied customers
TIP: When customers complain, it means that their expectations about a
product or some aspect of the organisation’s service have not been met. You
have now a new opportunity to exceed their expectations about how their
complaint is handled.
By being able to identify the problems that are causing persistent complaints,
the organisation has an opportunity to reduce the time and effort spent fixing
them, as well as gaining a clearer picture of other ways to improve the
organisation’s policies and procedures.
Research has found that even in those cases where a complaint is not
completely resolved to the customer’s satisfaction they will remain loyal to the
organisation as long as a genuine attempt was made to resolve it. It’s worth
remembering that it costs about five times more to attract a new customer
than to keep an existing one.
An organisation will likely have a variety of customers, both internally and
externally, that will have different types of complaints. Customers are people or
other organisations that wish to obtain goods or services from the organisation
that employs you. These types of customers are termed external customers.
However, you may be employed in a position where you only need to have
3 v1.0 23 March 2015