Handling Consumer Complaint Information: Why and How?

A number of factors, including market competitiveness, the legal framework and increasing consumer expectations, are causing a focus on customer service of which complaint handling is a major part. Companies can accrue considerable advantages from taking complaint handling seriously, e.g. use of complaint data at strategic as well as operational level, reduced likelihood of legal proceedings, improved marketing intelligence, increased brand loyalty and internal marketing benefits. One of the most efficient ways of improving complaint handling is to computerize the process. Discusses some advantages of this and briefly describes one system already used by many companies.