The Customer Complaint System: A Tool for Customer Service Improvement

Why Attend

This specialized course tackles the issue of customer complaints by focusing on its two components: the behavioral aspect related to the individual employee who deals face-to-face with the complainant and the system’s or procedural aspect related to how the organization should process a complaint every step of the way, from the moment it is raised to its conclusion. Relying on ISO 10002 guidelines and other international best practices, the course also covers the necessary preparations an organization must go through regarding culture development and openness before it can benefit from complaints, recover complaining customers, improve internal processes, and achieve new heights in customer satisfaction.

Course Registration

Course Methodology In addition to short presentations by the consultant and the resulting written or oral questions that the group debates, this course relies on case studies, exercises, the design of procedures and forms by work teams, and role plays. Course Objectives By the end of the course, participants will be able to:

Explain the concept of customer satisfaction, expectations, and the relationship to customer complaints management system in enhancing organizational performance
Discuss the behavioral aspects of serving customers and demonstrate how a properly trained employee handles complaining customers step-by-step to gain their confidence and secure their satisfaction
Design a comprehensive complaint-handling process, including receipt, analysis, escalation, tracking, and all internal and external communication
Manage and operate the complaint-handling process elements, including escalation, audit, and management reviews
Formulate complaints-related performance indicators and analyze complaints for root causes

Target Audience Management and staff members who work in customer complaints, customer service, and support departments, such as HR, finance, and IT, who provide services to other departments (internal customers) in the organization. Target Competencies

Customer service
Complaint Handling and Resolution
Customer-Centric Communication
Continuous Improvement through Feedback Utilization
Problem Solving
Complaint System Design and Implementation

Introduction to Understanding Your Customers

The evolution of customer satisfaction
Three rules for effective technology use
Interesting figures and facts
Foundation of retaining and developing a customer base
The PRIDE model for understanding customer needs
The service quality model and service gaps
Nine rules for effective customer relations

Introduction to Complaints Management

Definition of customer complaints
Customer satisfaction and customer loyalty
The ‘Kano’ model
Sources of customer complaints
Types of customer complaints
Complaints handling: Process and behavior

Complaints Management Standard and Complaints Handling Process (CHP)

Complaints management standards: A background
Essential elements of a complaints management system
ISO 10002 structure
The guiding principles
Complaint-handling framework
The complaints handling policy
Responsibility and authority
Planning and design
Resource and competency requirements

Operating and Maintaining the Complaints Handling Process

Operation and communication
Operating the complaints handling process
Receiving, recording, and tracking
Maintenance and improvement
Auditing the complaints handling process
Management review

Assessing and Monitoring a Complaints Management System

Metrics, measures, and KPIs
Criteria for effective KPIs
Analysis of complaints: Root Cause Analysis (RCA)
The Why-Why process
Finding effective and efficient solutions

The Customer Complaint System: A Tool for Customer Service Improvement

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Abu Dhabi