A consumer complaint or customer complaint is an expression of dissatisfaction on a consumers behalf to

a responsible party (Landon, 1980). It can also be described in a positive sense as a report from a consumer
providing documentation about a problem with a product or service. [1] In fact, some modern business
consultants urge businesses to view customer complaints as a gift. [2][3]
Consumer complaints are usually informal complaints directly addressed to a company or public service
provider, and most consumers manage to resolve problems with products and services in this way, but it
sometimes requires persistence.
If the grievance is not addressed in a way that satisfies the consumer, the consumer sometimes registers the
complaint with a third party such as the Better Business Bureau, a county government (if it has a consumer
protection office) and Federal Trade Commission (in the United States). These and similar organizations in other
countries accept for consumer complaints and assist people with customer service issues, as do government
representatives like attorneys general. Consumers however rarely file complaints in the more formal legal
sense, which consists of a formal legal process (see the article on complaint).
In some countries (for example Australia,[4] the United Kingdom,[5] and many countries of the European
Community), the making of consumer complaints, particularly regarding the sale of financial services, is
governed by statute (law). The statutory authority may require companies to reply to complaints within set time
limits, publish written procedures for handling customer dissatisfaction, and provide information about
arbitration schemes.
Customer service is the provision of service to customers before, during and after a purchase. The perception
of success of such interactions is dependent on employees "who can adjust themselves to the personality of the
guest".[1] Customer service is also often referred to when describing the culture of the organization. It concerns
the priority an organization assigns to customer service relative to components such as product innovation and
pricing. In this sense, an organization that values good customer service may spend more money in training
employees than the average organization, or may proactively interview customers for feedback.
From the point of view of an overall sales process engineering effort, customer service plays an important role in
an organization's ability to generate income and revenue.[2]From that perspective, customer service should be
included as part of an overall approach to systematic improvement. One good customer service experience can
change the entire perception a customer holds towards the organization.
1. Respect. Respect the fact that customers actually pay our salaries and make our profits for us. Make them
feel important and appreciated and treat them as individuals, not ciphers. Remain polite, even if they are asking
irritating questions, and thank them every time you get the chance.
When something goes wrong, know how to apologize. It's easy, and customers like it. The customer may not
always be right, but the customer must always win. Make it easy for customers to complain, and take their
complaints to heart. It's an opportunity to improve your service and product.
2. Understanding. Understand, identify, and anticipate needs. Customers don't really buy products or
services; they buy solutions to problems. The better we solve those problems, the more appreciative they are,
and the better their experiences in dealing with your business. The better you know your customers, the better
you can anticipate their needs. Communicate regularly: Engage in conversations and exchange ideas and you
will become keenly aware of their wants and needsand therefore better able to satisfy them.
3. Listening. Keep your earsand eyesopen. Hear what the market is saying, open dialogues, and be a good
listener. Identify customer needs by asking questions and concentrating on what the customer is really saying.
Effectively listening to the customer and giving him or her your undivided attention, even in an online
environment, are particularly important.
Encourage and welcome feedback and suggestions from your customers about your service and your product.
Provide methods that allow them to offer constructive criticism, comments, and suggestions.
4. Responding. Now you have to respond positively. This is not to say that you have to change your entire
business model or product line to suit the demands of various customers. Seek ways to help your customers and
give them what they are looking for without compromising your company or products.
In most cases, requests will be fairly straightforward and achievable. Even if they are unreasonable or appear
impossible to fulfill, offer to look into the matter and promise to come back with an answer within a specified
time period. Look for ways to make it easy to do business with you. And always do what you promise.
5. Serving. Essentially this means fulfilling your promises.
Help customers understand your systems. Your organization may have the world's best systems for getting
things done, but if customers don't understand them, they can get confused, impatient, and angry. Take time to
explain how your systems work and how they simplify transactions.
Give more than expected. Since the future of all companies lies in keeping customers happy, think of ways to
elevate your company above the competition. Consider how to give customers what they cannot get elsewhere.
Offer them something that is totally unexpectedgive them the "wow" factor.
And thank people for giving your company their valuable time, even when they don't buy.