Complaints Management System: Management’s Role Copy

Management attitudes are reflected in the conduct of employees and the performance of the company. The licensee’s commitment to effective complaint management establishes the motive and incentives for all personnel to strive for consumer satisfaction.

Management’s responsibility begins with the preparation of written policies and procedures for speedy and fair complaint resolution. These policies and procedures should be put in writing and communicated to all appropriate departments, emphasising the accountability of individual employees to resolve complaints courteously and fairly.

Employees whose primary responsibility is sales or service, for example, may have difficulty resolving complaints objectively if they feel their performance rating could be adversely affected. If management establishes clear lines of authority, consumer problems should be solved quickly and effectively.

Complaint Handling Staff

Complaint managers need to be patient, articulate, and able to balance fairly the interests of the company with those of the consumer. Staff should also be able to communicate legitimate consumer complaints to management to help determine whether there is a need for changes in company policies or procedures.

Training can strengthen interviewing and communications skills and heighten the staff’s awareness of the special needs of consumers from different cultural, economic or educational backgrounds.

Also, complaint-management staff should be familiar with consumer protection laws and with the operations of third-party dispute-resolution mechanisms to which particularly difficult complaints may need to be referred.

Basic steps for effective complaint management

In addition to steps outlined previously, which focus on the human aspects of managing complaints, there are also management steps that are just as important.

 

1 – Develop a system for record-keeping

Prepare forms for recording, categorising and filing complaint records. Design the system to perform functions such as the following:

• Communicating complaint data to top management;
• Providing market research through complaint trends;

 

2 – Process and Record complaints

Log in the complaint and any relevant data.

Forward the complaint to another level of authority, if appropriate.

 

3 – Acknowledge complaints

Consumers do not register complaints with only a casual interest in their disposition. Complaining involves some inconvenience and, possibly, expense. Loyal customers with strong feelings are often involved.

Personalise the response.

Talk to the customer, if possible, by phone or in person.

Use letters when necessary, but avoid impersonal form letters.

Take extra time, if needed, to help consumers with special needs, such as language barriers.

 

4 – Investigate, Analyse and resolve the complaint

Be fair.

Get both sides of the story.

Keep the consumer informed through progress reports.

Notify the consumer promptly of a proposed settlement.

 

5 –  Follow-up

Find out if the consumer is satisfied with the resolution.

Refer the complaint to a third-party dispute-resolution mechanism, if necessary.

Cooperate with the third-party.

 

6 –  Maintain accurate records of complaints, and periodically analyse and summarise complaints

Develop an action plan for complaint prevention.

Make sure the consumer viewpoint is given appropriate consideration in company decision making.

 

The efforts of management and staff to resolve complaints are beneficial for consumers and the agency. The advantages that can be enjoyed from complaints should form the attitude of those resolving complaints. Never focus on the emotions just the goal.