From Growl to Growth!

“A complaint is an expression of dissatisfaction made to an organisation, related to its products and/or services, where a response or resolution is explicitly or implicitly expected.”

It costs an organisation at least four times as much to recruit a new customer as to maintain an existing one. Organisations that regularly lose customers, struggle to repair their damaged reputations.

In today’s competitive environment, product and service innovations are re-defining accepted levels of performance. A good Complaints Management System is one of the crucial requirements for successful businesses when managing customers’ needs and protecting their brand.

The Customer Satisfaction standard, ISO 10002:2004 – the guideline standard for implementing a complaints management system – helps organisations to identify, manage and understand how successfully they deal with their customers’ complaints.

The standard specifies the key requirements for handling customer complaints successfully and includes complaints management controls to help you address customer dissatisfaction within your business.

ISO 10002 is relevant to any organisation that wishes to exceed customer expectations; a basic requirement for businesses of all types and sizes, whether they’re in the private, public or voluntary sectors.

Negative feedback from customers is a barrier to growth. Removing that barrier will enable the following:

  • Customer retention
    Your ability to retain the loyalty of your customers will be enhanced.
  • Brand reputation
    You will demonstrate to stakeholders that you have a real commitment to managing customer care issues and you have processes in place to handle, analyse and review complaints.
  • Operational efficiency
    By having a system in place, you will ensure a consistent approach to handling customer queries, enabling you to identify trends and eliminate the causes of complaints, as well as improving your organisation’s operations.
  • Improved internal communications and relations
    You’ll adopt a customer-focused approach to resolving complaints and encourage personnel to improve their skills in working with customers.
  • Continual improvement
    This forms the basis for continual review and analysis of your complaints-handling process, the resolution of complaints and where improvements can be made.

Your reputation is at risk – act now and protect your brand, business, people and enable growth.

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