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Complaint Management: Why It's Important?

01 Aug 2023

No matter what’s the size of your company is or how reputed your organization, customer complaints are inevitable. You cannot get rid of or prevent customer complaints, but you can surely turn them into your favor. 

Yes, you heard it right! 

“The first step in exceeding your customer’s expectations is to know those expectations.” – Roy H. Williams. 

And nothing can help you understand the customer expectations than their complaints. When they will share personal experiences “where the product or service disappointed them,” only then you will be able to make significant quality improvements and ensure customer satisfaction. Always remember “Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.”  And, when you do that, you are likely to build a loyal customer base. 

A loyal customer not only comes back or recommends you, but they also insist others to do business with you. However, it is frustrating to deal with complaints at times. Make sure you focus only on the value that complaints or feedbacks drive. 

“Your most unhappy customers are your greatest source of learning.” – Bill Gates 

Realizing the worth of customer complaints is just the first step. The next step requires you to have right strategy and tools to manage customer complaints effectively and efficiently. Fortunately, there are next-generation customer complaints management software available to streamline, standardize, and simplify the complaints processes. 

Before jumping on to the benefits of using a complaints management software and the most reliable solution available in the market, lets quickly understand why managing complaints is important in first place. 

Complaints Management: Why It is Important? 

You cannot overstate how essential complaints handling is for identifying areas of improvement in your organization. Business success relies on responding positively to customer dissatisfaction and making improvements. Properly managing customer complaints is important because: 

Things are not always as they seem. 

It’s straightforward. We all have our own biases. It is common for people to reassure themselves when a situation offers uncertainty for whatever reason. That’s not surprising. We all have instincts for self-preservation. 

Similarly, businesses are commonly unwilling to look backward to understand what happened and why. Thus, it is critical to managing complaints to identify root causes properly. 

Most customers do not provide feedback. It’s then hard to tell if your products and services receive positive or negative feedback. 

It’s not a good idea to ignore your customer’s perception. A company’s success may be temporary or enduring. It is the experience and opinions of your customers that provide you with a valuable piece of information. Therefore, let them rant, complain, praise, congratulate, and suggest ways for improvement. It will surprise you how helpful this feedback becomes when you learn from and improve upon it. 

It’s always possible to improve. 

When you choose to listen to your customers, accept that there is always space for improvement. There are no perfect businesses. You may find yourself facing an ethical, managerial, or business decision that you never thought you’d have to make one day. Every day, industry practices change, so you need to be on top of them. 

You should never overlook product or service failures if you have a complaint management system that uses monitoring tools such as root-cause investigation tools and Key Performance Indicators. It is easy to find the root cause of complaints because modern complaints management software eliminates the guesswork; what remains is to track down the root cause and then take the necessary actions to improve. 

Related Article: Advanced Reporting and KPI Dashboards: Encourage Better Decision Making

Keeping up with the game is key. 

The final benefit of a modern complaints management system is building trust with your customers. Maintaining solid relationships with your existing customers will make it difficult for your competition to steal your customers. 

It directly translates into a competitive advantage for a business to stay one-step ahead. It will allow you to provide better customer service – so you won’t lose them to your competitors. 

What Are the Benefits of Managing Complaints Using Software? 

A comprehensive complaint handling system benefits your organization in the following four ways: 

1. Optimize efficiency. 

Integrating the right stakeholders and efficiently managing content and data can be challenging with a disconnected system. Additionally, it causes lags in detecting nonconformance and safety issues. The delays can disrupt critical safety processes, cause customer frustration, and cause severe revenue losses if not addressed promptly. 

2. Streamline documentation. 

Managing complaints effectively goes beyond responding to customer complaints. Furthermore, a modern design provides companies with accurate documentation for the investigation process and enables them to relate complaints to corrective measures, supplier quality, and risk reassessment

As a result of the lack of an integrated complaint system, data loss and miscommunication are inevitable. Losing a complaint and failing to address it effectively can result in product recalls, additional customer complaints, and overall customer dissatisfaction. 

3. Prevent Recurrence 

In a complaint system with extensive root cause analysis and effective corrective action, the issue is not reoccurred, preventing further customer complaints. 

Businesses must handle complaints quickly and effectively. As a result, complaints can easily pile up and become a time and resource-consuming burden. In addition, when products fail to live up to expectations or quality issues are left unresolved, the company can suffer massive losses, leaving a mark on its brand promise that might take centuries to repair. 

4. Maintain a happy customer base 

Customer satisfaction is the key to an organization’s success. It can take years to build customer loyalty. A complaint from one customer may indicate that other customers are experiencing a similar problem. Thus, responding promptly to a complaint will help you maintain many customer relationships. 

Which is the Most Reliable Complaints Management Software? 

Finding a reliable complaint handling system can be difficult especially when you have numerous options available. But we have made the decision easier for you. 

One of the most reliable and recommended solution is Qualityze Complaints Management Software. 

Qualityze Complaint Management enables quick, effective resolutions of customer issues and the management of adverse events. As a complement to your existing complaint handling process, it offers you a streamlined solution for managing and implementing the entire complaint lifecycle from Documentation to Product Investigation to Root Cause Analysis and coordinating customer responses to Triggering Internal or External Corrective Preventive Action (CAPA). 

As a company, Qualityze Inc. is passionate about strengthening businesses’ loyalties to their customers. 

Contact us today to find out more about how we can help you stay ahead of customer and product issues. You can call us on +1-877-207-8616 or write to us at info@qualityze.com. We will get back to you at your earliest convenience. A free demo is also available so that you can see the product in action. 



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