Complaint management: from challenge to opportunity

Complaints are something most businesses would prefer to avoid, but they are also an inevitable part of delivering products and services. When something doesn't live up to customer expectations, the problem not only needs to be resolved quickly and efficiently - it should also be used as an opportunity to learn and improve the business.

With the right approach and a structured process, complaints can become valuable insights that improve both customer relations and the internal work of the business. This article outlines the characteristics of good complaint management, the steps involved in the process and how digitalisation can help you manage complaints more effectively.

What is good complaints management?

Good complaint management is about creating a process that not only solves the customer's problem, but also strengthens the relationship with the customer and improves your business in the long term. Here are some characteristics of a well-functioning complaint handling process:

1. clear and standardized processes

Good complaint management starts with a clearly defined process that describes each step in the handling of a complaint. Having standardized procedures makes it easier for employees to know what is expected of them, reducing the risk of mistakes or delays.

A well-functioning process ensures that each case is followed up and handled in a consistent way, regardless of who is responsible. It also provides a basis for analyzing and improving the way things are done over time.

2. customer-centric focus

Complaints are fundamentally about meeting customer needs and expectations. Effective complaints management puts the customer at the center by:

• Communicating clearly and regularly about the progress of the case.
• Effectively gathering and using transparent facts about the case
• Ensuring that the customer feels seen and heard throughout the process.

A customer-centric focus is not only about solving the problem, but also about building trust and loyalty by showing that the company takes complaints seriously.

3. effective coordination between departments

Complaints management often involves several departments, such as customer service, production, quality department and sometimes even suppliers. A good process ensures that these departments work together effectively and that information flows freely between them.

Digital tools can be very helpful to create transparency and facilitate coordination, allowing everyone involved to follow the status of the case in real time.

4. data-driven analysis and improvement

Every complaint is an opportunity to collect data and learn lessons. Good complaint management is therefore about not just solving the problem, but analyzing and addressing its root causes. This information can then be used to improve products, services and processes.

By following up and documenting each complaint, the company can identify patterns and trends, allowing it to prioritize efforts to prevent future problems.

5. focus on preventing recurring problems

Finally, good complaint management is about ensuring that the same type of problem does not occur again. This requires a combination of root cause analysis, clear collaboration and transparency between functions, process improvement and available action plans.

Complaints management in practice

Effective complaints handling involves several key steps to ensure that each case is handled quickly, correctly and systematically. Here are the main steps:

1. Receipt and registration of the complaint

When a complaint is received, it is important to collect all relevant information in a structured way. This includes details of what has happened, the customer's expectations and any time requirements. The information should be documented in a system that makes it easy to follow up and analyse the case.

2. analysis and assessment

The next step is to analyze the root cause or causes of the deviation. This means identifying whether the problem is process or product related, an input material non-conformity or something else. The analysis is crucial to take the right action and to ensure that the same problem does not occur again.

3. actions and solution

Based on the analysis, actions are taken to solve the problem. Actions are often allocated to different functions depending on the area in which the root cause lies. The goal is to learn as much as possible from the deviation in question and implement measures that eliminate the risk of it happening again. It is important that these actions are clearly communicated to the customer and that they are implemented within a reasonable time. Reasonable times are usually a stated expectation of the customer.

4. Prevention and improvement

The final step is to use the experience gained from the complaint to improve operations in different areas. This may involve updating procedures and working methods, adjusting the planning and/or execution of production processes, and providing training for employees. The latter can be part of the cause, while it is always part of the action to ensure that everyone involved is updated on the fault, its cause and the changes that have occurred as a result of the complaint.

Digitize the complaint process

Complaint handling often involves many departments and people, making it complex to keep track of all parts of the process. By digitizing your complaints management, you can simplify the process and ensure that nothing falls through the cracks.

A digital system makes it possible to:

• Easier and more efficiently gather all information about the complaint in one place.
• Create transparency around activities and responsibilities so that everyone involved can follow the status of the case in real time.
• Automate notifications and reminders to keep the process on track.

Example: A digital complaint process can, based on selected fields and given information, automatically customize notifications to relevant functions, keep the customer updated with the status of the case, and notify technicians in a specific area to start a root cause analysis based on concrete data and sufficient and available information.

Read more about how you can work with complaints processes in AM System

Complaints as an opportunity for development

Although complaints can feel like a burden, they are also a great opportunity to create value. Every complaint is also a chance for a professionally acting organization to turn a disappointed customer into a well-treated and perhaps more satisfied customer. If structure, competence and transparency are demonstrated in these cases, something that can be perceived as very negative can be turned into something positive, both externally and internally.

By analyzing and using the data generated by complaints, you can identify areas for improvement and strengthen your business over time. This contributes not only to more satisfied customers but also to a more efficient and competitive organization.

Examples of complaint management methods

To manage complaints in a structured way, different methods and tools can be used. One of the most popular methods in complaint management is the 8D method (Eight Disciplines Problem Solving). This method is particularly useful for managing complex complaints where several departments need to work together.

Learn more about how 8D reports can be implemented in AM Systems

Conclusion: Invest in complaints management

Complaints management is about more than just solving problems - it's an opportunity to improve both your internal processes and your customer relationships. By implementing a clear, structured and digitized complaints process, you can ensure that every complaint is handled efficiently and that you always learn something new.

By using the right tools and methods, complaints can become a catalyst for long-term success and development. For companies in the manufacturing industry, this is particularly important, as complaints are often linked to processes where continuous small improvements can make a big difference over time.